Marketing Management

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Marketing Management, 4/e

Harper W Boyd
Orville C Walker, Jr
John W Mullins
Jean-Claude Larreche

Student Centre

Chapter 1: The Marketing Management Process Produces Successful Marketing Decisions
Chapter 2: Market-Oriented Perspectives Underlie Successful Corporate and Business Strategies
Chapter 3: Environmental Analysis Identifies Attractive Markets
Chapter 4: Industry Analysis and Competitive Advantage: Setting the Stage for Marketing Success
Chapter 5: Understanding Consumer Buying Behavior Provides the foundation for Marketing Decisions
Chapter 6: Understanding Organizational Markets and Buying Behavior Provides the Foundation for Marketing Decisions
Chapter 7: Developing and Synthesizing Market Knowledge: Market Research and Forecasting
Chapter 8: Market Segmentation and Target Marketing: Clear Market focus leads to Marketing Breakthroughs
Chapter 9: Differentiated Positioning Lays the Foundation for Winning Marketing Strategies
Chapter 10: Business Strategies Provide a Foundation for Marketing Program Decisions
Chapter 11: Effective Product Decisions Deliver the Value Customers Want
Chapter 12: Effective Pricing Decisions Reflect Customer Value and Achieve Objectives
Chapter 13: Distribution Channel Decisions Enhance Product Availability and Value
Chapter 14: Promotion Decisions Motivate Customers to Buy
Chapter 15: Personal Selling Decisions Build Relationships that Satisfy Customers
Chapter 16: Marketing Strategies for the New Economy
Chapter 17: Strategic Choices for New and Growing Markets
Chapter 18: Strategic Choices for Mature and Declining Markets
Chapter 19: Organizing and Planning for Effective Implementation
Chapter 20: Designing Control Systems to Deliver Superior Marketing Performance

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