Title Marketing management : a strategic approach with a global orientation / Harper W. Boyd, Jr., Orville C. Walker, Jr., Jean-Claude Larréché

Edition Third edition Published Boston, Mass : Irwin/McGraw-Hill, [1998] ©1998

Copies

Location	Call no.	Vol.	Availability
MELB	658.8 Boy/Mma 1998		AVAILABLE
WATERFT BUSINESS	658.8 Boy/Mma 1998		AVAILABLE

Description xxii, 547 pages : illustrations ; 26 cm Series Irwin/McGraw-Hill series in marketing Irwin/McGraw-Hill series in marketing. Contents Sect. I. An Overview of Marketing Management. 1. Marketing and the Marketing Management Process. 2. The Strategic Role of Marketing -- Sect. II. Market Opportunity Analysis. 3. Environmental Analyis. 4. Industry Dynamics and Strategic Change. 5. Consumer Marketing and Buying Behavior. 6. Organizational Markets and Buying Behavior. 7. Marketing Information and Marketing Research. 8. Market Segmentation and Market Targeting. 9. Positioning Decisions -- Sect. III. Developing Strategic Marketing Programs. 10. Business Strategies and Marketing-Program Decisions. 11. Product and Services Decisions. 12. Developing and Testing New Products and Services. 13. Pricing Decisions. 14. Distribution Decisions. 15. Promotion Decisions. 16. Personal Selling Decisions -- Sect. IV. Strategic Marketing Programs for Selected Situations. 17. Strategies for New and Growing Markets. 18. Strategies for Mature and Declining Markets -- Sect. V. Implementing and Controlling Strategic Marketing Programs. 19. Implementing Business and Marketing Strategies. 20. Controlling Marketing Strategies and Programs. App. Calgolia Inc.: A Strategic Approach To International Marketing Bibliography Includes bibliographical references and indexes Subject Marketing -- Management. Author Larréché, Jean-Claude. Walker, Orville C. LC no. 97022528 ISBN 0071154299 (international) 0256226326 (paperback: alk. paper)

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