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

Main Author Boyd Jr., Harper W. Coauthor Walker Jr., Orville C.
Larréché, Jean-Claude
Edition 3rd ed. Publication Boston : McGraw-Hill, 1998 Description XXII, 547 p. Series McGraw-Hill series in marketing ISBN 0-07-115429-9 Abstract This is a short,flexible paperback developed in response to changing customer and curriculum needs. Many instructor's are looking for a concise text for this course,one that offers a solid core for the course but allows time to add other topics,materials,cases,readings,simulations. The low cost and the brief format of Boyd allows professors to add such materials with little resistance from the students.
Índice: 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. Evironmental 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.
Topical name Marketing
Marketing - Gestão
CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book IPAM Porto
658.8 BOY 2115 Available 2115
Total holds: 0

This is a short,flexible paperback developed in response to changing customer and curriculum needs. Many instructor's are looking for a concise text for this course,one that offers a solid core for the course but allows time to add other topics,materials,cases,readings,simulations. The low cost and the brief format of Boyd allows professors to add such materials with little resistance from the students.

Índice: 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. Evironmental 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.

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