Marketing management Book

Marketing management, Designed to bridge the gap between rich academic literature and the world of marketing practice This book combines a thorough, engaging — and readable — scholarly approach showing how the theory works in practice, with curr, Marketing management
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Marketing management
Written by author Richard P. Bagozzi,Jose Antonio Rosa,Francisco F. Coronel,Kirti S. Celly,U.C. Irvine
Published by Upper Saddle River, N.J. : Prentice Hall, c1998., 1998/01/08
Designed to bridge the gap between rich academic literature and the world of marketing practice

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Book Categories

Authors

Preface

Pt. I Introduction and Overview 1

Ch. 1 Marketing Management: Introduction and Overview 1

Ch. 2 Strategic Planning and Marketing Orientation 47

Ch. 3 The Marketing Environment 87

Pt. II Understanding the Customer 135

Ch. 4 Individual Consumer's Behavior in the Marketplace 135

Ch. 5 Market Segmentation, Analysis, Targeting, and Positioning 171

Ch. 6 Organizational Buying Behavior 211

Pt. III The Four Ps of Marketing Management 265

Ch. 7 New Product Development 265

Ch. 8 Managing Product Life Cycles 303

Ch. 9 Marketing Communication 328

Ch. 10 Advertising, Sales Promotion, and Publicity 363

Ch. 11 Sales and Sales Management 416

Ch. 12 Pricing: Macro, Behavioral, and Managerial Decisions 471

Ch. 13 Distribution Systems from a Producer's Perspective 524

Ch. 14 Marketing Concerns of Wholesale, Retail, and Physical Distribution Intermediaries 579

Pt. IV A Return to Strategic and Administrative Issues 623

Ch. 15 International Marketing Strategies: Issues in Design and Implementation 623

Ch. 16 Formulating and Implementing the Marketing Plan 675

Ch. 17 Evaluating and Controlling the Marketing Effort 700

Credits C-1

Index I-1

Title: Marketing management

Manufacturer:

Prentice Hall

Item Number: 9780023051623

Number: 1

Product Description: Marketing management

Universal Product Code (UPC): 9780023051623

WonderClub Stock Keeping Unit (WSKU): 9780023051623

Rating: 4/5 based on 2 Reviews

Image Location: https://wonderclub.com/images/covers/16/23/9780023051623.jpg

Category: Media >> Books

Weight: 0.200 kg (0.44 lbs)

Width: 8.250 cm (3.25 inches)

Heigh : 10.350 cm (4.07 inches)

Depth: 1.430 cm (0.56 inches)

Date Added: August 25, 2020, Added By: Ross

Date Last Edited: August 25, 2020, Edited By: Ross

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Carlos Davila

reviewed Marketing management on March 26, 2014

Marketing management

This is the absolute bible of marketing end to end. A textbook in most business schools, even an autodidact like myself can learn an immense amount from this book. Probably great to read before an MBA and just if you want to understand how marketing is SUPPOSED to work (although sadly the real world rarely works as the authors describe).

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Marketing management, Designed to bridge the gap between rich academic literature and the world of marketing <i>practice<D. </i> This book combines a thorough, engaging — and readable — scholarly approach showing how the theory works in practice, with curr, Marketing management

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Marketing management Book

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	Preface
Pt. I	Introduction and Overview	1
Ch. 1	Marketing Management: Introduction and Overview	1
Ch. 2	Strategic Planning and Marketing Orientation	47
Ch. 3	The Marketing Environment	87
Pt. II	Understanding the Customer	135
Ch. 4	Individual Consumer's Behavior in the Marketplace	135
Ch. 5	Market Segmentation, Analysis, Targeting, and Positioning	171
Ch. 6	Organizational Buying Behavior	211
Pt. III	The Four Ps of Marketing Management	265
Ch. 7	New Product Development	265
Ch. 8	Managing Product Life Cycles	303
Ch. 9	Marketing Communication	328
Ch. 10	Advertising, Sales Promotion, and Publicity	363
Ch. 11	Sales and Sales Management	416
Ch. 12	Pricing: Macro, Behavioral, and Managerial Decisions	471
Ch. 13	Distribution Systems from a Producer's Perspective	524
Ch. 14	Marketing Concerns of Wholesale, Retail, and Physical Distribution Intermediaries	579
Pt. IV	A Return to Strategic and Administrative Issues	623
Ch. 15	International Marketing Strategies: Issues in Design and Implementation	623
Ch. 16	Formulating and Implementing the Marketing Plan	675
Ch. 17	Evaluating and Controlling the Marketing Effort	700
	Credits	C-1
	Index	I-1