Marketing Management reflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success.

The fourth edition features Ravi Dahr of Yale University—one of the world's leading scholars in behavioral decision-making—as a new coauthor.

Résumé

**For undergraduate and graduate Marketing Management courses.
**Go beyond the basic concepts with a strategic focus and integration of IT and global perspectives.
Marketing Management reflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success.
The fourth edition features Ravi Dahr of Yale University—one of the world’s leading scholars in behavioral decision-making—as a new coauthor.

Contenu

Part I: Marketing Philosophy and Strategy
Chapter 1. Marketing and the Job of the Marketing Manager
Chapter 2. A Strategic Marketing Framework
Part II: Analysis for Marketing Decisions
Chapter 3. Marketing Research
Chapter 4. Analyzing Consumer Behavior
Chapter 5. Organizational Buying Behavior
Chapter 6. Market Structure and Competitor Analysis
Part III: Marketing Decision Making
Chapter 7. Product Decisions
Chapter 8. New Product Development
Chapter 9. Pricing
Chapter 10. Communications and Advertising Strategy
Chapter 11. Sales Promotion
Chapter 12. Channels of Distribution
Chapter 13. Customer Relationship Management
Chapter 14. Direct Channels of Distribution: Personal Selling and Direct Marketing
Chapter 15. Special Topic: Strategies for Service Markets