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Shows how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs. This book extends the strategy planning approach, integrating concepts with the marketing strategy planning model.
Sommario
1. Marketing's Value to Consumers, Firms and Society 2. Marketing Strategy Planning 3. Focusing Marketing Strategy with Segmentation and Positioning 4. Evaluating Opportunities in the Changing Marketing Environment 5. Demographic Dimensions of Global Consumer Markets 6. Final Consumers and Their Buying Behavior 7. Business and Organizational Customer and Their Buying Behavior 8. Improving Decisions with Marketing Information 9. Elements of Product Planning for Goods and Services 10. Product Management and New- Product Development 11. Place and development of Channel Systems 12. Distribution Customer Service and Logistics 13. Retailers, Wholesalers, and Their Strategy Planning 14. Promotion- Introduction to Integrated Marketing Communications 15. Personal Selling and Customer Service 16. Advertising and Sales Promotion 17. Pricing Objectives and Policies 18. Price Setting in the Business World 19. Implementing and Controlling Marketing Plans: Evolution and Revolution 20. Managing Marketing's Link with Other Functional Areas 21. Developing Innovative Marketing Plans 22. Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges
