Synopsis
This text focuses on the middle management marketing decisions students are most likely to encounter in their careers. The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. The new fifth edition adds a new chapter on competitive analysis, a new appendix on source of marketing information and integrates international dimensions throughout.
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From the Publisher
+ This book offers the core topics for the capstone marketing course in a brief (496 pages), user-friendly format. Chapters include a good selection of detailed examples of actual marketing practice.
+ Minicases (1-2 pages) based on recent developments in high-profile companies (e.g., Rubbermaid and Ford Taurus) end each chapter.
+ Challenging end-of-chapter questions and situations draw upon students' analytical and critical thinking skills.
+ Strong organizational framework built around the marketing planning process works well in courses using case analysis and/or simulations.
+ Throughout the sixth edition, there is increased coverage of quality, customer service, and international issues; updated examples; and significantly more
material on database marketing, market segmentation, positioning, target markets, services and industrial marketing practices, and data collection, analysis, and evaluation.
+ New topics include category management, strategic alliances, relationship marketing, logistics, changes in distribution, organizational downsizing, and flexibility.
+ The majority of minicases, which conclude each chapter, are new and involve current, high-interest subjects.
+ A talented new coauthor, Thomas Madden of the University of South Carolina, Columbia has been added to the team.
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Marketing Management: Strategies and Programs
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Broschiert. Condition: Gut. 449 Seiten Das hier angebotene Buch stammt aus einer teilaufgelösten wissenschaftlichen Bibliothek und trägt die entsprechenden Kennzeichnungen (Rückenschild, Instituts-Stempel.). Schnitt und Einband sind etwas staubschmutzig; Einbandkanten sind leicht bestossen; der Buchzustand ist ansonsten ordentlich und dem Alter entsprechend gut. Sprache: Englisch Gewicht in Gramm: 740. Seller Inventory # 1453216
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Marketing Management: Strategies and Programs
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Paperback. Condition: Very Good. Marketing Management: Strategies and Programs This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 7719-9780071008310
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Marketing Management: Strategies and Programs
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Paperback. Condition: Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 6545-9780071008310