(eBook PDF) Marketing Management: A Strategic Decision-Making Approach 8th Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 0078028795
- ISBN-13 : 978-0078028793
- Author: John Mullins, Orville C. W
The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small.
Table contents:
Section 1: The Role of Marketing in Developing Successful Business Strategies
Chapter 1: The Marketing Management Process
Chapter 2: The Marketing Implications of Corporate and Business Strategies
Section 2: Market Opportunity Analysis
Chapter 3: Understanding Market Opportunities
Chapter 4: Understanding Consumer Buying Behavior
Chapter 5: Understanding Organizational Markets and Buying Behavior
Chapter 6: Measuring Market Opportunities: Forecasting and Market Knowledge
Chapter 7: Targeting Attractive Market Segments
Chapter 8: Differentiation and Brand Positioning
Section 3: Developing Strategic Marketing Programs
Chapter 9: Business Strategies: A Foundation for Marketing Program Decisions
Chapter 10: Product Decisions
Chapter 11: Pricing Decisions
Chapter 12: Distribution Channel Decisions
Chapter 13: Integrated Promotion Decisions
Section 4: Strategic Marketing Programs for Selected Situations
Chapter 14: Marketing Strategies for a Digitally Networked World
Chapter 15: Strategies for New and Growing Markets
Chapter 16: Strategies for Mature and Declining Markets
Section 5: Implementing and Controlling Marketing Programs
Chapter 17: Organizing and Planning for Effective Implementation
Chapter 18: Measuring and Delivering Marketing Performance
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