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Major features of this textbook, written by the S.C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University, include: a focus on the major decisions that marketing managers and top management face in their efforts to harmonize the organization's objectives with marketplace needs and opportunities; a framework for analyzing recurrent problems using company cases; and an interdisciplinary approach which draws from economics, behavioral science, management theory and mathematics. Annotation copyrighted by Book News, Inc., Portland, OR

Tabla de contenidos provista por Syndetics

• I Understanding Marketing Management
• 1 Understanding the Critical Role of Marketing in Organizations and Society
• 2 Building Customer Satisfaction Through Quality, Service, and Value
• 3 Laying the Groundwork Through Market-Oriented Strategic Planning
• 4 Managing the Marketing Process and Marketing Planning
• II Analyzing Marketing Opportunities
• 5 Marketing Information Systems and Marketing Research
• 6 Analyzing the Marketing Environment
• 7 Analyzing Consumer Markets and Buyer Behavior
• 8 Analyzing Business Markets and Business Buying Behavior
• 9 Analyzing Industries and Competitors
• III Researching and Selecting Target Markets
• 10 Measuring and Forecasting Market Demand
• 11 Identifying Market Segments and Selecting Target Markets
• IV Developing Marketing Strategies
• 12 Differentiating and Positioning the Market Offer
• 13 Developing, Testing, and Launching New Products and Services
• 14 Managing Product Life Cycles and Strategies
• 15 Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers
• 16 Designing Strategies for the Global Marketplace
• V Planning Marketing Programs
• 17 Managing Products Lines, Brands, and Packaging
• 18 Managing Service Businesses and Ancillary Services
• 19 Designing Pricing Strategies and Programs
• 20 Selecting and Managing Marketing Channels
• 21 Managing Retailing, Wholesaling, and Physical-Distribution Systems
• 22 Designing Communication and Promotion-Mix Strategies
• 23 Designing Effective Advertising Programs
• 24 Designing Direct-Marketing, Sales-Promotion, and Public- Relations Programs
• 25 Managing the Salesforce
• VI Organizing, Implementing, and Controlling Marketing Effort
• 26 Organizing and Implementing Marketing Programs
• 27 Evaluating and Controlling Marketing Performance
• Author Index
• Company/Brand Index
• Subject Index