Marketing management : strategies and programs
著者
書誌事項
Marketing management : strategies and programs
（McGraw-Hill series in marketing）
McGraw-Hill Companies, c1997
6th ed
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注記
Includes bibliographical references (p. 443-446) and index
内容説明・目次
内容説明
Unlike most marketing management texts that are overly descriptive and repetitious of prior coursework, this brief text focuses on the middle management marketing decisions students are most likely to encounter in their careers. The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. A talented new coauthor, Thomas Madden of the University of South Carolina, Columbia, has been added to the team. Discussions of such important areas as market segmentation, quality, customer service, brand equity, sales promotion, direct marketing, and database marketing have been substantially strengthened. The majority of minicases, which conclude each chapter are new and involve current, high-interest subjects.
目次
Part One: Managerial Perspectives on Marketing1. Market Orientation, Marketing Management, and the Marketing Planning Process2. Corporate Marketing Planning Part Two: Situation Analysis3. Market Analysis4. Target Marketing: Segmentation and Positioning For Competitive Advantage5. Market Measurement6. Profitability and Productivity Analysis Part Three: Marketing Strategies and Programs7. Marketing Strategies8. Product-Development Programs9. Pricing Programs10. Advertising Programs11. Sales-Promotion and Direct Marketing Programs12. Sales and Distribution Programs13. Managing Sales and Distribution Part Four: Coordination and Control14. Organizing and Managing Marketing and Sales Programs15. The Annual Marketing Plan
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