Marketing Management

Marketing Management

4.07 (3,249 ratings by Goodreads)
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Description

Appropriate for undergraduate and graduate Marketing Management and Marketing Strategy courses at the university level, and some colleges. Managerial Orientation. This book focuses on the major decisions marketing managers and top management face in their efforts to harmonize the organization's objectives, capabilities, and resources with marketplace needs and opportunities. Analytical Approach. This book presents a framework for analyzing recurrent problems in marketing management. Cases and examples illustrate effective marketing principles, strategies, and practices. Multidisciplinary Perspective. This book draws on the rich findings of various scientific disciplines - economics, behavioral science, management theory, and mathematics - for fundamental concepts and tools. Universal Applications. This book applies marketing thinking to the complete spectrum of marketing: products and services, consumer and business markets, profit and nonprofit organizations, domestic and foreign companies, small and large firms, manufacturing and intermediary businesses, and low- and high-tech industries. Comprehensive and Balanced Coverage. This book covers all the topics an informed marketing manager needs to understand to carry out strategic, tactical, and administrative marketing. Instruction Through Examples: provision of rich, in-depth examples from Canadian companies and organizations as well as organizations from around the world allow students to by seeing marketing management techniques brought to life as they are employed in the everyday practice of today's leading organizations.show more

Product details

  • Paperback | 800 pages
  • 203.2 x 254 x 38.1mm | 1,474.17g
  • Pearson Canada, Toronto
  • Toronto, Canada
  • Revised
  • 11th Revised edition
  • 013039713X
  • 9780130397133

Table of contents

1. Marketing in the Twenty-First Century. 2. Adapting Marketing to the New Economy (NEW). 3. Building Customer Satisfaction, Value, and Retention. 4. Winning Markets: Market-Oriented Strategic Planning. 5. Gathering Information and Measuring Market Demand. 6. Scanning the Marketing Environment. 7. Analyzing Consumer Markets and Buyer Behaviour. 8. Analyzing Business Markets and Buyer Behaviour. 9. Dealing with the Competition. 10. Identifying Market Segments and Selecting Target Markets. 11. Positioning and Differentiating the Market Offering Through the Product Life Cycle. 12. Developing New Market Offerings. 13. Designing Global Market Offerings. 14. Setting the Product and Branding Strategy. 15. Designing and Managing Services. 16. Developing Pricing Strategies and Programs. 17. Designing and Managing Value Networks and Marketing Channels. 18. Managing Retailing, Wholesaling, and Market Logistics. 19. Managing Integrated Marketing Communications. 20. Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing. 21. Managing the Sales Force. 22. Managing the Total Marketing Effort.show more

Rating details

3,249 ratings
4.07 out of 5 stars
5 43% (1,382)
4 33% (1,071)
3 17% (546)
2 5% (154)
1 3% (96)
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