Marketing management : a strategic approach with a global orientation

By: Boyd, Harper WContributor(s): Larreche, Jean-Claud | Walker, Orville CMaterial type: TextTextSeries: Irwin/McGraw-Hill series in marketingPublication details: Boston, Mass : Irwin/McGraw-Hill, ©1998Edition: 3rd editionDescription: xxii, 547 pages : illustrationsISBN: 9780256226324 ; 0256226326 ; 9780071154291; 0071154299 ; 9780072897876; 0072897872 DDC classification: 658.8
Contents:
Chapter 1: Marketing And The Management Process. Chapter 2: The Strategic Role of Marketing. Chapter 3: Environmental Analysis. Chapter 4: Industry Dynamics And Strategic Change. Chapter 5: Consumer Marketing and Buying Behavior. Chapter 6: Organizational Markets And Buying Behavior. Chapter 7: Marketing Information And Marketing Research. Chapter 8: Marketing Segmentation And Market Targeting. Chapter 9: Positioning Decisions. Chapter 10: Business Strategies. Chapter 11: Business Strategies And Marketing Program Decisions. Chapter 12: Developing And Testing New Products And Services. Chapter 13: Pricing Decisions. Chapter 14: Distribution Decisions. Chapter 15: Promotion Decisions. Chapter 16: Personal Selling Decisions. Chapter 17: Strategies For New And Growing Markets. Chapter 18: Strategies For Mature And Declining Markets. Chapter 19: Implementing Business And Marketing Strategies. Chapter 20: Controlling Marketing Strategies And Programs. Appendix: Calgolia: A Strategic Approach To International Marketing.
Summary: This text in marketing management includes expanded coverage of global examples and the uses of technology including the Internet, secondary data sources and marketing services. An international case can be found at the end of the book and used with or without the free GAMAR3 software.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.8 BOY (Browse shelf(Opens below)) Available 006417
Total holds: 0

Includes index

Chapter 1: Marketing And The Management Process. Chapter 2: The Strategic Role of Marketing. Chapter 3: Environmental Analysis. Chapter 4: Industry Dynamics And Strategic Change. Chapter 5: Consumer Marketing and Buying Behavior. Chapter 6: Organizational Markets And Buying Behavior. Chapter 7: Marketing Information And Marketing Research. Chapter 8: Marketing Segmentation And Market Targeting. Chapter 9: Positioning Decisions. Chapter 10: Business Strategies. Chapter 11: Business Strategies And Marketing Program Decisions. Chapter 12: Developing And Testing New Products And Services. Chapter 13: Pricing Decisions. Chapter 14: Distribution Decisions. Chapter 15: Promotion Decisions. Chapter 16: Personal Selling Decisions. Chapter 17: Strategies For New And Growing Markets. Chapter 18: Strategies For Mature And Declining Markets. Chapter 19: Implementing Business And Marketing Strategies. Chapter 20: Controlling Marketing Strategies And Programs. Appendix: Calgolia: A Strategic Approach To International Marketing.

This text in marketing management includes expanded coverage of global examples and the uses of technology including the Internet, secondary data sources and marketing services. An international case can be found at the end of the book and used with or without the free GAMAR3 software.

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