|Item type||Current location||Call number||Status||Date due||Barcode||Item holds|
|Book||IPAM Porto||658.8 BOY 2115||Available||2115|
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.