TY  - BOOK
AU  -  	Harper W Boyd
AU  - Boyd,Harper W.
TI  - Marketing management: a strategic, decision-making approach 
SN  - 0072315237 (alk. paper)
SN  - 978007247
AV  - HF5415.13 .B669 
PY  - 2002///
CY  - Boston, Mass.
PB  - McGraw-Hill
KW  - Marketing
KW  - Management
N1  -  	Sect. I. An Overview of Marketing Management --
1. Marketing and the Marketing Management Process --
2. The Strategic Role of Marketing --
Sect. II. Market Opportunity Analysis --
3. Evironmental Analysis --
4. Industry Dynamics and Strategic Change --
5. Consumer Marketing and Buying Behavior --
6. Organizational Markets and Buying Behavior --
7. Marketing Information and Marketing Research --
8. Market Segmentation and Market Targeting --
9. Positioning Decisions --
Sect. III. Developing Strategic Marketing Programs --
10. Business Strategies and Marketing-Program Decisions --
11. Product and Services Decisions --
12. Developing and Testing New Products and Services --
13. Pricing Decisions --
14. Distribution Decisions --
15. Promotion Decisions --
16. Personal Selling Decisions --
Sect. IV. Strategic Marketing Programs for Selected Situations --
17. Strategies for New and Growing Markets --
18. Strategies for Mature and Declining Markets --
Sect. V. Implementing and Controlling Strategic Marketing Programs --
19. Implementing Business and Marketing Strategies --
20. Controlling Marketing Strategies and Programs --
App. Calgolia Inc.: A Strategic Approach To International Marketing --
Index
ER  -