Marketing Management

Harper W. Boyd Jr., University of Arkansas, Little Rock - Orville C. Walker Jr., University of Minnesota - Jean-Claude Larreche, INSEAD, European Institute of Business Administration

Chapter 1: Marketing And The Management Process. Chapter 2: The Strategic Role of Marketing. Chapter 3: Environmental Analysis. Chapter 4: Industry Dynamics And Strategic Change. Chapter 5: Consumer Marketing and Buying Behavior. Chapter 6: Organizational Markets And Buying Behavior. Chapter 7: Marketing Information And Marketing Research. Chapter 8: Marketing Segmentation And Market Targeting. Chapter 9: Positioning Decisions. Chapter 10: Business Strategies. Chapter 11: Business Strategies And Marketing Program Decisions. Chapter 12: Developing And Testing New Products And Services. Chapter 13: Pricing Decisions. Chapter 14: Distribution Decisions. Chapter 15: Promotion Decisions. Chapter 16: Personal Selling Decisions. Chapter 17: Strategies For New And Growing Markets. Chapter 18: Strategies For Mature And Declining Markets. Chapter 19: Implementing Business And Marketing Strategies. Chapter 20: Controlling Marketing Strategies And Programs. Appendix: Calgolia: A Strategic Approach To International Marketing.