Synopses & Reviews
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 teams 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.
Table of Contents
Section One: 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 Two: Market Opportunity Analysis
Chapter 3 Understanding Market Opportunities
Chapter 4 Understanding Consumer Buying Behavior
Chapter 5 Understanding Organizational Markets and Buying Behavior
Chapter 6 Measuring Market Opportunities: Forecasting and Marketing Knowledge
Chapter 7 Targeting Attractive Market Segments
Chapter 8 Differentiation and Positioning
Section Three: Developing Strategic Marketing Programs
Chapter 9 Business Strategies: A Foundation for Marketing Program Decisions
Chapter 10 Product Decisions
Chapter 11 Pricing Decisions
Chapter 12 Distribution Channel Decisions
Chapter 13 Integrated Promotion Decisions
Section Four: Strategic Marketing Programs for Selected Situations
Chapter 14 Marketing Strategies for the New Economy
Chapter 15 Strategies for the New and Growing Markets
Chapter 16 Strategic Choices for Mature and Declining Markets
Section Five: Implementing and Controlling Marketing Programs
Chapter 17 Organizing and Planning for Effective Implementation
Chapter 18 Measuring and Delivering Marketing Performance