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Marketing management : a strategic, decision-making approach

Author: Orville C Walker
Publisher: Boston, Mass. : McGraw-Hill, 2005.
Series: McGraw-Hill/Irwin series in marketing.
Edition/Format:   Print book : English : 5th edView all editions and formats
Database:WorldCat
Summary:

Concentrates on strategic decision making and emphasises on description of marketing phenomena than on the strategic and tactical marketing decisions. This book provides real-world, global  Read more...

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Additional Physical Format: Online version:
Marketing management.
Boston, Mass. : McGraw-Hill, 2005
(OCoLC)895336816
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Orville C Walker
ISBN: 0072863706 9780072863703 0071111697 9780071111690
OCLC Number: 53145476
Description: xxiv, 520 pages : illustrations ; 26 cm.
Contents: Sect. 1. The role of marketing in developing successful business strategies --
1. The marketing management process --
2. The marketing implications of corporate and business strategies --
Sect. 2. Market opportunity analysis --
3. Environmental analysis : tools to identify attractive markets --
4. Industry analysis and competitive advantage --
5. Understanding consumer buying behavior --
6. Understanding organizational markets and buying behavior --
7. Measuring market opportunities : forecasting and market research --
8. Market segmentation and target marketing --
9. Differentiation and positioning --
Sect. 3. Developing strategic marketing programs --
10. Business strategies : a foundation for marketing program decisions --
11. Product decisions --
12. Pricing decisions --
13. Distribution channel decisions --
14. Integrated promotion decisions --
Sect. 4. Strategic marketing programs for selected situations --
15. Marketing strategies for the new economy --
16. Strategies for new and growing markets --
17. Strategic choices for mature and declining markets --
Sect. 5. Implementing and controlling marketing programs --
18. Organizing and planning for effective implementation --
19. Measuring and delivering marketing performance.
Series Title: McGraw-Hill/Irwin series in marketing.
Responsibility: John W. Mullins [and others].
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