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Marketing Management 8th Eighth Edition A Strategic Decision-Making Approach

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Características del artículo

Estado
Aceptable: Libro con un desgaste evidente. La tapa puede tener algunos desperfectos, pero el libro ...
Book Title
Marketing Management: A Strategic Decision-Making Approach
Narrative Type
Nonfiction
Intended Audience
Adult
Inscribed
NO
ISBN
9780078028793

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Product Identifiers

Publisher
Mcgraw-Hill Education
ISBN-10
0078028795
ISBN-13
9780078028793
eBay Product ID (ePID)
113167584

Product Key Features

Number of Pages
576 Pages
Publication Name
Marketing Management: a Strategic Decision-Making Approach
Language
English
Publication Year
2012
Subject
Marketing / General
Type
Textbook
Author
John Mullins, Orville C. Walker Jr., Orville C. Walker
Subject Area
Business & Economics
Format
Trade Paperback

Dimensions

Item Height
0.9 in
Item Weight
34.4 Oz
Item Length
9.9 in
Item Width
8.1 in

Additional Product Features

Edition Number
8
Intended Audience
College Audience
LCCN
2011-049516
Dewey Edition
23
Grade From
College Freshman
Illustrated
Yes
Dewey Decimal
658.8
Grade To
College Freshman
Table Of Content
Section 1: 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 2: 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 Market Knowledge Chapter 7: Targeting Attractive Market Segments Chapter 8: Differentiation and Brand Positioning Section 3: 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 4: Strategic Marketing Programs for Selected Situations Chapter 14: Marketing Strategies for a Digitally Networked World Chapter 15: Strategies for New and Growing Markets Chapter 16: Strategies for Mature and Declining Markets Section 5: Implementing and Controlling Marketing Programs Chapter 17: Organizing and Planning for Effective Implementation Chapter 18: Measuring and Delivering Marketing Performance Index
Synopsis
The eighth edition of Marketing Management: A Strategic Decision-Making Approach , concentrates on marketing decision-making , rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small. Drawing on its authors' wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions both good and not-so-good from around the world in companies ranging from entrepreneurial start-ups to multi-national giants. 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.
LC Classification Number
HF5415.13.M352324

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