Marketing management : strategies and programs
著者
書誌事項
Marketing management : strategies and programs
（McGraw-Hill series in marketing）
McGraw-Hill Co., c1997
6th ed., international 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 Marketing 1. Market Orientation, Marketing Management, and the Marketing Planning Process 2. Corporate Marketing Planning Part Two: Situation Analysis 3. Market Analysis 4. Target Marketing: Segmentation and Positioning For Competitive Advantage 5. Market Measurement 6. Profitability and Productivity Analysis Part Three: Marketing Strategies and Programs 7. Marketing Strategies 8. Product-Development Programs 9. Pricing Programs 10. Advertising Programs 11. Sales-Promotion and Direct Marketing Programs 12. Sales and Distribution Programs 13. Managing Sales and Distribution Part Four: Coordination and Control 14. Organizing and Managing Marketing and Sales Programs 15. The Annual Marketing Plan
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