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Marketing Management: A Strategic Decision-Making Approach

Course Codes : MARK3082

Marketing Management: A Strategic Decision-Making Approach

ISBN 9780078028793
Edition 8
Publication Date
Publisher McGraw Hill Higher Education
Author(s)
Overview

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 Index

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