Marketing management : a strategic approach with a global orientation / Harper W. Boyd, Jr., Orville C. Walker, Jr., Jean-Claude Larréché.
Material type:
TextSeries: Irwin series in marketingPublication details: Chicago ; Toronto : Irwin, c1995.Edition: 2nd edDescription: xvi, 555 p. : ill. ; 26 cmISBN: - 0256125767
- 9780256125764
- HF5415.13 .B669
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| HF5415 .P658 Marketing concepts and strategies / | HF5415 .S745 Marketing / | HF5415 .T713 One-stop marketing / | HF5415.13 .B669 Marketing management : | HF5415.13 .H356 Marketing : | HF5415.13 .K64 Marketing management / | HF5415.13 .M3 Basic marketing; |
Includes index
Chapter 1: Marketing And The Management Process
Chapter 2: The Strategic Role of Marketing.
Chapter 3: Environmental and Competitive Analysis.
Chapter 4: Industry Dynamics And Strategic Change.
5: Consumer Market and Buying Behavior
Chapter 6: Organizational Markets And Buying Behavior. Chapter 7: Marketing Research and market measurements
Chapter 8: Marketing Segmentation And Market Targeting. Chapter 9: Positioning Decisions.
Chapter 10: Business Strategies and marketing program decisions
Chapter 11: Product and services decisions
Chapter 12: Developing And Testing New Products And Services.
Chapter 13: Pricing Decisions
14: Distribution Decisions.
Chapter 15: Promotion Decisions.
Chapter 16: Personal Selling Decisions.
Chapter 17: Strategies For New And Growing Markets.
Chapter 18: Strategies For Mature And Declining Markets.
Chapter 19: Implementing Business And Marketing Strategies. Chapter 20: Controlling Marketing Strategies And Programs. Appendix: 524
Name index 543
Subject index 547
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