Buch, Englisch, 576 Seiten, Format (B × H): 203 mm x 254 mm, Gewicht: 1001 g
A Strategic Decision-Making Approach
Buch, Englisch, 576 Seiten, Format (B × H): 203 mm x 254 mm, Gewicht: 1001 g
ISBN: 978-0-07-802879-3
Verlag: McGraw Hill LLC
Autoren/Hrsg.
Weitere Infos & Material
Section 1: The Role of Marketing in Developing Successful Business StrategiesChapter 1: The Marketing Management ProcessChapter 2: The Marketing Implications of Corporate and Business StrategiesSection 2: Market Opportunity AnalysisChapter 3: Understanding Market OpportunitiesChapter 4: Understanding Consumer Buying BehaviorChapter 5: Understanding Organizational Markets and Buying BehaviorChapter 6: Measuring Market Opportunities: Forecasting and Market KnowledgeChapter 7: Targeting Attractive Market SegmentsChapter 8: Differentiation and Brand PositioningSection 3: Developing Strategic Marketing ProgramsChapter 9: Business Strategies: A Foundation for Marketing Program DecisionsChapter 10: Product DecisionsChapter 11: Pricing DecisionsChapter 12: Distribution Channel DecisionsChapter 13: Integrated Promotion DecisionsSection 4: Strategic Marketing Programs for Selected SituationsChapter 14: Marketing Strategies for a Digitally Networked WorldChapter 15: Strategies for New and Growing MarketsChapter 16: Strategies for Mature and Declining MarketsSection 5: Implementing and Controlling Marketing ProgramsChapter 17: Organizing and Planning for Effective ImplementationChapter 18: Measuring and Delivering Marketing PerformanceIndex