Extent: | XXI, 551 S graph. Darst. 26 cm |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Includes bibliographical references and index The marketing management process -- The marketing implications of corporate and business strategies -- Understanding market opportunities -- Understanding consumer buying behavior -- Understanding organizational markets and buying behavior -- Measuring market opportunities : forecasting and market knowledge -- Targeting attractive market segments -- Differentiation and brand positioning -- Business strategies : a foundation for marketing program decisions -- Product decisions -- Pricing decisions -- Distribution channel decisions -- Integrated promotion decisions -- Marketing strategies for the new economy -- Strategies for new and growing markets -- Strategies for mature and declining markets -- Organizing and planning for effective implementation -- Measuring and delivering marketing performance. |
ISBN: | 0-07-126776-X ; 978-0-07-126776-2 |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003848859