MOMENTAN AUSVERKAUFT
Über dieses Produkt
Product Identifiers
PublisherCengage Learning
ISBN-10039587050X
ISBN-139780395870501
eBay Product ID (ePID)12038294508
Product Key Features
Book TitleStrategic Marketing Management Theory
Number of Pages474 Pages
LanguageEnglish
TopicMarketing / General, General, Strategic Planning
Publication Year1999
IllustratorYes
GenreBusiness & Economics
AuthorCarol H. Anderson, Julian Vincze
FormatBook, Other
Dimensions
Item Height0.6 in
Item Weight40.2 Oz
Item Length10 in
Item Width8 in
Additional Product Features
Intended AudienceYoung Adult Audience
LCCN99-072026
Dewey Edition21
Dewey Decimal658.8/02
Table Of ContentContents Note: Each chapter concludes with a Summary, Questions, and Exercises. I. An Introduction to Strategic Marketing Management 1. The Changing Role of Marketing Marketing and Marketing Management Defined Evolution of the Marketing Concept The Marketing Mix Marketing Management in the Twenty-First Century Focusing on Customer Satisfaction Building Markets for the Long Term 2. Forces of Change and Their Impact The Marketing Ecocycle Four Business Revolutions Impact of Change on Strategic and Tactical Marketing Decisions II. Achieving Competitive Advantage 3. Strategic Market Planning Marketing Management Decisions and Strategic Planning Strategic Market Planning: A Multi-level Process The Strategic Planning Process Planning for the Long Term Strategic Planning and the Challenge of Change Strategic Planning and a Customer Orientation 4. Marketing Intelligence and Creative Problem Solving Marketing Management Decisions and Creative Problem Solving The Marketing Research Process Key Information for Marketing Decisions Sources of Information Issues in Marketing Information Acquisition and Use Appendix: Dimensions of a Marketing Audit 5. Understanding Consumer Buying Behavior The Consumer Buying Process Social and Cultural Influences on Buying Behavior Individual Influences on Buying Behavior Consumers and Products Consumers and Situations Relationship Marketing 6. Business Markets and Buying Behavior Scope of Business Markets Differences Between Organizational and Consumer Buying Behavior The Business-to-Business Buying Process Organizational Structure and Buyer Characteristics Types of Business Purchase Decisions Major Influences on Purchase Decisions Relationship Marketing 7. Market Segmentation, Target Marketing, and Positioning The Basics of Market Segmentation Target Marketing Strategies The Market Segmentation Process Selection of Market Segments Ethical Issues in Market Segmentation Positioning Strategies III. Implementing Marketing-Mix Strategies 8. Product Strategy What Is a Product? Classification of Goods Product Strategy Issues The Product Life Cycle Test Marketing Launching New Products Brand Strategies 9. Services Marketing Strategy Services: A Major Force in the U.S. Economy Characteristics of Services Versus Goods Levels of Service Service as Value Service Marketing Issues The Service Design Process Setting Standards for Service Quality Service Delivery and Implementation 10. Distribution Strategy Distribution Channels: An Overview Channel Structures and Marketing Systems Channel Members Channel Selection and Design Channel Management 11. Integrated Marketing Communications Strategy Integrated Marketing Communications Pull Versus Push IMC Strategies Financial Aspects of IMC 12. Integrated Marketing Communications Tools Managing Sales Force Activity Managing the Advertising Program Publicity, Direct Marketing, and Sales Promotion 13. Direct Marketing Direct Marketing Defined Factors Leading to the Growth of Direct Marketing Direct Marketing Tools Objectives of Direct Marketing Integrated Direct Marketing Communications The Direct Marketing Process Issues in Direct Marketing Trends in Direct Marketing 14. Pricing Strategy The Role of Price in Strategic Marketing Product Life Cycle Pricing Psychological Pricing Odd Pricing Strategic Pricing Models Pricing Strategy and Break-Even Analysis Pricing Strategy Decisions: Issues, Problems, and Legal Concerns Pricing Strategy and IMC Managing Marketing Efforts 15. Control and Measurement of Marketing Performance Controlling Marketing Efforts Levels of Analysis Measuring Performance 16. The Marketing-Oriented Organization The Marketing Organization's Structure The Evolving Marketing Organization Integrated Management Systems Recent Trends in Management Practice
SynopsisOffers coverage of marketing management concepts with a special emphasis on change and innovation entering into the twenty-first century.
LC Classification NumberHF5415.13.A523 2000
