Description

Book Synopsis

To accommodate instructors who either don''t use cases or prefer to select their own, we offer a marketing management book that focuses exclusively on text material. In addition, to keep the price of the book affordable, we have chosen to publish this book in a paperback form. Like the Marketing Management: Text and Cases, Seventh Edition text, this book is intended for the Sr/MBA course in Marketing Management or Marketing Strategy. 15 chapters provide good coverage of the subject in a compact format.



Table of Contents
The Role of Marketing in Organizations and Society.

Marketing Strategy.

Customer Analysis.

Market Segmentation and Product Differentiation.

Competitive Analysis and Product Positioning.

Product Development and Testing.

Brand Management.

Services Marketing.

Pricing.

Selecting Distribution Channels.

Personal Selling and Sales Force Management.

Direct Marketing.

Designing Advertising Programs.

Sales Promotion and Public Relations.

International Marketing.

Marketing Planning.

Index.

Basic Marketing Management

    Product form

    A Paperback / softback by Douglas J. Dalrymple, Leonard J. Parsons

    £137.66

    Includes FREE delivery

    RRP £152.95 – you save £15.29 (9%)

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      Book details

      Publisher John Wiley & Sons Inc
      Published 22 February 2000
      ISBN-13 9780471353928
      978-0471353928
      ISBN-10 0471353922

      Description

      Book Synopsis

      To accommodate instructors who either don''t use cases or prefer to select their own, we offer a marketing management book that focuses exclusively on text material. In addition, to keep the price of the book affordable, we have chosen to publish this book in a paperback form. Like the Marketing Management: Text and Cases, Seventh Edition text, this book is intended for the Sr/MBA course in Marketing Management or Marketing Strategy. 15 chapters provide good coverage of the subject in a compact format.



      Table of Contents
      The Role of Marketing in Organizations and Society.

      Marketing Strategy.

      Customer Analysis.

      Market Segmentation and Product Differentiation.

      Competitive Analysis and Product Positioning.

      Product Development and Testing.

      Brand Management.

      Services Marketing.

      Pricing.

      Selecting Distribution Channels.

      Personal Selling and Sales Force Management.

      Direct Marketing.

      Designing Advertising Programs.

      Sales Promotion and Public Relations.

      International Marketing.

      Marketing Planning.

      Index.

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