MARKETING MANAGEMENT A STRATEGIC DECISION-MAKING APPROACH MULLINS J. ORVILLE C.W. BOYD H.W. JR Księgarnia

The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on the description of marketing phenomena than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. This edition continues to be the most current and Internet-savvy book available, injecting the latest developments in Internet-based communication and distribution technology into every chapter. The author team’s rich entrepreneurial, marketing management, and consulting experience spans a broad variety of manufacturing, service, software, and distribution industries, providing an abundance of real-world, global perspectives.

Table of Contents

1 The Marketing Management Process
2 The Marketing Implications of Corporate and Business Strategies
3 Understanding Market Opportunities
4 Understanding Consumer Buying Behavior
5 Understanding Organizational Markets and Buying Behavior
6 Measuring Market Opportunities: Forecasting and Marketing Knowledge
7 Targeting Attractive Market Segments
8 Differentiation and Positioning
9 Business Strategies: A Foundation for Marketing Program Decisions
10 Product Decisions
11 Pricing Decisions
12 Distribution Channel Decisions
13 Integrated Promotion Decisions
14 Marketing Strategies for the New Economy
15 Strategies for the New and Growing Markets
16 Strategic Choices for Mature and Declining Markets
17 Organizing and Planning for Effective Implementation
18 Measuring and Delivering Marketing Performance

560 pages, Paperback

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.