Marketing management
Author(s)
Bibliographic Information
Marketing management
（The Dryden Press series in marketing）
Dryden Press, c1997
2nd ed
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Note
Includes bibliographical references and indexes
Description and Table of Contents
Description
This edition presents marketing management concepts in a traditional format and includes many real-world examples, emphasizing topics such as international marketing, ethics, cross-functional teams and quality. Integrating competitive rationality throughout the text, the book also covers strengthening customer relations by outshining the competition in customer satisfaction, finding more efficient and less costly ways to deliver the same customer benefits and service, and improving general decision making implementation skills.
Table of Contents
- Decision making and planning
- market decision making
- market orientation and intelligence
- analyzing the organization
- analyzing customers
- analyzing competition
- analyzing market channels
- analyzing regulation and market ethics
- positioning strategy
- product development
- relationship strategy
- relationship logistics
- managing personal selling
- integrated marketing communications
- advertising management
- managing pricing
- organizing and implementing
- budgeting and forecasting
- marketing management control.
by "Nielsen BookData"
