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EBOOK: Marketing Management: A Strategic Decision-Making Approach

8th Edition
0077147898 · 9780077147891
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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