Hardcover

$105.33

Overview

Designed to bridge the gap between rich academic literature and the world of marketing practice

This book combines a thorough, engaging — and readable — scholarly approach showing how the theory works in practice, with current, detailed examples that show how marketing managers make decisions in all areas of the marketing mix. Varied pedagogy and strong supplements package support different learning styles and make even the most complex concepts come alive.

Product Details

ISBN-13: 9780023051623
Publisher: Simon & Schuster Adult Publishing Group
Publication date: 01/08/1998
Pages: 718
Product dimensions: 8.25(w) x 10.35(h) x 1.43(d)

Table of Contents

PREFACE xix
PART I INTRODUCTION AND OVERVIEW 1(134)
Chapter 1 Marketing Management: Introduction and Overview
1(46)
Chapter 2 Strategic Planning and Marketing Orientation
47(40)
Chapter 3 The Marketing Environment
87(48)
PART II UNDERSTANDING THE CUSTOMER 135(130)
Chapter 4 Individual Consumer's Behavior in the Marketplace
135(36)
Chapter 5 Market Segmentation, Analysis, Targeting, and Positioning
171(40)
Chapter 6 Organizational Buying Behavior
211(54)
PART III THE FOUR Ps OF MARKETING MANAGEMENT 265(358)
Chapter 7 New Product Development
265(38)
Chapter 8 Managing Product Life Cycles
303(25)
Chapter 9 Marketing Communication
328(35)
Chapter 10 Advertising, Sales Promotion, and Publicity
363(53)
Chapter 11 Sales and Sales Management
416(55)
Chapter 12 Pricing: Macro, Behavioral, and Managerial Decisions
471(53)
Chapter 13 Distribution Systems from a Producer's Perspective
524(55)
Chapter 14 Marketing Concerns of Wholesale, Retail, and Physical Distribution Intermediaries
579(44)
PART IV A RETURN TO STRATEGIC AND ADMINISTRATIVE ISSUES 623
Chapter 15 International Marketing Strategies: Issues in Design and Implementation
623(52)
Chapter 16 Formulating and Implementing the Marketing Plan
675(25)
Chapter 17 Evaluating and Controlling the Marketing Effort
700
CREDITS C-1
INDEX I-1

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