Logotipo librería Marcial Pons

Marketing management
a strategic, decision-making approach

  • ISBN: 9780071111690
  • Editorial: McGraw-Hill Publishing Co.
  • Lugar de la edición: New York. Estados Unidos de Norteamérica
  • Edición número: 5th ed
  • Encuadernación: Rústica
  • Medidas: 25 cm
  • Nº Pág.: 544
  • Idiomas: Inglés

Papel: Rústica
60,42 €
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Resumen

Marketing Management, 5/e by Mullins, Walker, Boyd, and Larreche is specifically designed for courses in which decision-focused cases are an important element and/or where student projects, such as the development of a marketing plan, are assigned. The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on description of marketing phenomena than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. This edition continues to be the most current and internet-savvy book available, injecting the latest developments in internet-based communication and distribution technology into every chapter. Also, an entire chapter (Chapter 15) is devoted to the development of marketing strategies for the new economy. The author team#s rich entrepreneurial, marketing management, and consulting experience spanning a broad variety of manufacturing, service, software, and distribution industries provides an abundance of real-world, global perspectives. INDICE 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 Environmental Analysis: Tools to Identify Attractive Markets Chapter 4 Industry Analysis and Competitive Advantage Chapter 5 Understanding Consumer Buying Behavior Chapter 6 Understanding Organizational Markets and Buying Behavior Chapter 7 Measuring Market Opportunities: Forecasting and Marketing Research Chapter 8 Market Segmentation and Target Marketing Chapter 9 Differentiation and Positioning Section 3: Developing Strategic Marketing Programs Chapter 10 Business Strategies Provide a Foundation for Marketing Program Decisions Chapter 11 Product Decisions Chapter 12 Pricing Decisions Chapter 13 Distribution Channel Decisions Chapter 14 Integrated Promotion Decisions Section 4:

Resumen

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