Marketing Management: A Strategic Decision-Making Approach
The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on the 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. The author team’s rich...
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The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on the 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. The author team’s rich entrepreneurial, marketing management, and consulting experience spans a broad variety of manufacturing, service, software, and distribution industries, providing an abundance of real-world, global perspectives.
Sect. 1The role of marketing in developing successful business strategies11The marketing management process22The marketing implications of corporate and business strategies30Sect. 2Market opportunity analysis653Environmental analysis : tools to identify attractive markets664Industry analysis and competitive advantage845Understanding consumer buying behavior1066Understanding organizational markets and buying behavior1307Measuring market opportunities : forecasting and market research1528Market segmentation and target marketing1809Differentiation and positioning200Sect. 3Developing strategic marketing programs21910Business strategies : a foundation for marketing program decisions22011Product decisions24212Pricing decisions26813Distribution channel decisions29414Integrated promotion decisions326Sect. 4Strategic marketing programs for selected situations35315Marketing strategies for the new economy35416Strategies for new and growing markets38417Strategic choices for mature and declining markets418Sect. 5Implementing and controlling marketing programs44718Organizing and planning for effective implementation44819Measuring and delivering marketing performance474
