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Book Categories |
Sect. I | An Overview of Marketing Management | 1 |
1 | Marketing and the Marketing Management Process | 2 |
2 | The Strategic Role of Marketing | 26 |
Sect. II | Market Opportunity Analysis | 59 |
3 | Evironmental Analyis | 60 |
4 | Industry Dynamics and Strategic Change | 80 |
5 | Consumer Marketing and Buying Behavior | 100 |
6 | Organizational Markets and Buying Behavior | 122 |
7 | Marketing Information and Marketing Research | 144 |
8 | Market Segmentation and Market Targeting | 170 |
9 | Positioning Decisions | 192 |
Sect. III | Developing Strategic Marketing Programs | 211 |
10 | Business Strategies and Marketing-Program Decisions | 212 |
11 | Product and Services Decisions | 232 |
12 | Developing and Testing New Products and Services | 256 |
13 | Pricing Decisions | 280 |
14 | Distribution Decisions | 306 |
15 | Promotion Decisions | 338 |
16 | Personal Selling Decisions | 374 |
Sect. IV | Strategic Marketing Programs for Selected Situations | 403 |
17 | Strategies for New and Growing Markets | 404 |
18 | Strategies for Mature and Declining Markets | 436 |
Sect. V | Implementing and Controlling Strategic Marketing Programs | 463 |
19 | Implementing Business and Marketing Strategies | 464 |
20 | Controlling Marketing Strategies and Programs | 486 |
App | Calgolia Inc.: A Strategic Approach To International Marketing | 506 |
Index | 527 |
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Add Marketing management, The text is designed to provide a basic framework for key marketing management concepts,tools,vocabulary,and analytical frameworks with a focus on applications based on real-world examples. The text is often paired with cases and a marketing plan project., Marketing management to the inventory that you are selling on WonderClubX
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Add Marketing management, The text is designed to provide a basic framework for key marketing management concepts,tools,vocabulary,and analytical frameworks with a focus on applications based on real-world examples. The text is often paired with cases and a marketing plan project., Marketing management to your collection on WonderClub |