Marketing Management, Canadian Edition

Marketing Management, Canadian Edition

4.08 (3,889 ratings by Goodreads)
  • Hardback
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Description

Appropriate for graduate and undergraduate courses in Marketing Management. An international marketing classic, the tenth edition of Marketing Management highlights the most current trends and developments in global marketing from a Canadian perspective. The text prepares students for a decision-making role in organizations through the managerial orientation of its approach. All the concepts and tools for analyzing any market and/or environment are covered, as well as the principles for measuring and forecasting marketing, and techniques used for marketing segmentation, targeting, and positioning. Key themes developed in the tenth edition include Marketing for the 21st Century (looking to the future; trends in marketing and business; changes in the marketplace); E-commerce and the Internet (uses of technology; marketing on the web; using the web); Customer-driven marketing (focus on the customer: customer lifetime value, customer retention, delivering superior value, customer satisfaction); and Marketing around the globe (trends, problems in global marketing).
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Product details

  • Hardback | 832 pages
  • 203.2 x 248.9 x 35.6mm | 1,474.19g
  • Prentice-Hall (Canada)
  • Scarborough, Canada
  • 10th edition
  • 0130144290
  • 9780130144294

Table of contents

I. UNDERSTANDING MARKETING MANAGEMENT 1. Marketing in the Twenty-First Century 2. Building Customer Satisfaction, Value, and Retention 3. Winning Markets: Market-Oriented Strategic Planning II. ANALYZING MARKETING OPPORTUNITIES 4. Gathering Information and Measuring Market Demand 5. Scanning the Marketing Environment 6. Analyzing Consumer Markets and Buying Behaviour 7. Analyzing Business Markets and Business Buying Behaviour 8. Dealing with the Competition 9. Identifying Market Segments and Selecting Target Markets III. DEVELOPING MARKETING STRATEGIES. 10. Positioning the Market Offering through the Product Life Cycle 11. Developing New Products 12. Designing Global Market Offerings IV. MAKING MARKETING DECISIONS 13. Managing Product Lines and Brands 14. Designing and Managing Services 15. Designing Pricing Strategies and Programs V. MANAGING AND DELIVERING MARKETING PROGRAMS 16. Managing Marketing Channels 17. Managing Retailing, Wholesaling, and Market Logistics 18. Managing Integrated Marketing Communications 19. Managing Advertising, Sales Promotion, and Public Relations 20. Managing the Sales Force 21. Managing Direct and On-line Marketing 22. Managing the Total Marketing Effort Case Studies Notes Name Index Company/Brand Index Subject Index
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Rating details

3,889 ratings
4.08 out of 5 stars
5 43% (1,682)
4 33% (1,266)
3 16% (636)
2 5% (183)
1 3% (122)
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