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Marketing management / Richard P. Bagozzi... [et al.]

Coauthor Bagozzi, Richard P.
Rosa, José António
Celly, Kirti Sawhney
Coronel, Francisco
Publication New Jersey : Prentice Hall, 1998 Description XXII, 718 p. ISBN 0023051620 Abstract This book aims to bridge the gap between the science of marketing - marketing research - and the art of marketing - practitioners' struggle to make sound decisions in all areas of the marketing mix in the face of uncertainty and volatility.
Índice: Chap. 1 - Marketing management introduction and overview; Chap. 2 - Strategic planning and marketing orientation; Chap. 3 - The marketing environment. Part II - Understanding the customer: Chap. 4 - Individual consumer's behavior in the marketplace; Chap. 5 - Marketing segmentation, analysis, targeting, and positioning; Chap. 6 - Organizational buying behavior. Part III - The four p's of marketing management: Chap. 7 -New product development; Chap. 8 - Managing product life cycles; Chap. 9 - Marketing communcation; Chap. 14 - Marketing concerns of wholesale, retail, and physical distribuiton intermediaries. Part V - A return to strategic and administrative issues: Chap. 15 - International marketing strategies: issues in desing and implemention; Chap. 16 - Formulating and implementing the marketing plan; Chap. 17 - Evaluating and controlling the marketing effort.
Topical name Marketing
Marketing - Gestão
CDU 658.8
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Item type Current location Call number Status Date due Barcode Item holds
Book IPAM Porto
658.8 MAR 2526 Available 2526
Total holds: 0

This book aims to bridge the gap between the science of marketing - marketing research - and the art of marketing - practitioners' struggle to make sound decisions in all areas of the marketing mix in the face of uncertainty and volatility.

Índice: Chap. 1 - Marketing management introduction and overview; Chap. 2 - Strategic planning and marketing orientation; Chap. 3 - The marketing environment. Part II - Understanding the customer: Chap. 4 - Individual consumer's behavior in the marketplace; Chap. 5 - Marketing segmentation, analysis, targeting, and positioning; Chap. 6 - Organizational buying behavior. Part III - The four p's of marketing management: Chap. 7 -New product development; Chap. 8 - Managing product life cycles; Chap. 9 - Marketing communcation; Chap. 14 - Marketing concerns of wholesale, retail, and physical distribuiton intermediaries. Part V - A return to strategic and administrative issues: Chap. 15 - International marketing strategies: issues in desing and implemention; Chap. 16 - Formulating and implementing the marketing plan; Chap. 17 - Evaluating and controlling the marketing effort.

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