Marketing management : strategies and programs
著者
書誌事項
Marketing management : strategies and programs
（McGraw-Hill series in marketing）
McGraw-Hill, c1994
5th ed
- : alk. paper
- : pbk. : International ed.
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注記
Includes bibliographical references and index
内容説明・目次
- 巻冊次
-
: alk. paper ISBN 9780070489714
内容説明
The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. In the fifth edition the sections on market segmentation, differential positioning, product line marketing strategies, and factors in new product success and failure have been rewritten, and more emphasis is now placed on branding, corporate culture, quality and ethics. A separate test bank has been added; it includes multiple-choice questions in addition to essay questions. Interactive computer simulations focusing on analysis and strategy now accompany the book.
New topics include customer satisfaction/quality management, Porter's five competitive forces, benefits of using internal data bases, the Sultan Farley Lehman series diffusion model, how consumers perceive risk from brand name extensions, limits buyers place on trading quality for price, the use of test market systems like BehaviorScan, category managers, infomercials, increased use of sales promotion as opposed to advertising, consumer data bases and in-store promotion systems, customer satisfaction added to traditional measures of the marketing plan, and the power of large scale retailers. Rewritten sections include defining market segments, bases for segmenting consumer markets, differentiated positioning, product line marketing strategies, and factors in new product success and failure. New and updated real company examples and data have been added throughout.
目次
- Part 1 Managerial perspectives on marketing: the scope of marketing management and the marketing planning process
- corporate marketing planning. Part 2 Situation analysis: market analysis
- competitive analysis
- market measurement
- profitability and productivity analysis. Part 3 Marketing strategies and programmes: marketing strategies
- product development programmes
- pricing programmes
- advertizing programmes
- sales-promotion programmes
- sales and distribution programmes - establishing objectives and appeals
- sales and distribution programmes - budgets and performance evaluation. Part 4 Co-ordination and control: organizing and managing marketing and sales activities
- the annual marketing plan.
- 巻冊次
-
: pbk. : International ed. ISBN 9780071133227
内容説明
This text focuses on the middle-management marketing decisions students are most likely to encounter in their careers. It emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. In this edition, the sections on market segmentation, differential positioning, product-line marketing strategies and factors in new product success and failure have been rewritten and more emphasis placed on branding, corporate culture, quality and ethics. A separate test bank has been added, which includes multiple-choice questions, as well as essay questions. Interactive computer simulations focusing on analysis and strategy now accompany the text.
目次
- Part 1 Managerial perspectives on marketing: the scope of marketing management and the marketing planning process
- corporate marketing planning. Part 2 Situation analysis: market analysis
- competitive analysis
- market measurement
- profitability and productivity analysis. Part 3 Marketing strategies and programmes: marketing strategies
- product-development programmes
- pricing programmes
- advertising programmes
- sales-promotion programmes
- sales and distribution programmes - establishing objectives and appeals
- sales and distribution programmes - budgets and performance evaluation. Part 4 Co-ordination and control: organizing and managing marketing and sales activities
- the annual marketing plan.
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