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Marketing management

Author: Bagozzi, Richard P. ; Rosa, José Antonio ; Celly, Kirti Sawhney ; Coronel, FranciscoPublisher: Prentice Hall, 1998.Language: EnglishDescription: 718 p. : Graphs/Photos ; 26 cm.ISBN: 0023051620Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.13 .B34 1998
(Browse shelf)
Available 001209521
Total holds: 0

Includes bibliographical references and index


Marketing Management Brief Contents PREFACE PART I INTRODUCTION AND OVERVIEW Chapter I Marketing Management: Introduction and Overview Chapter 2 Strategic Planning and Marketing Orientation Chapter 3 The Marketing Environment PART II UNDERSTANDING THE CUSTOMER Chapter 4 Individual Consumer's Behavior in the Marketplace Chapter 5 Market Segmentation,Analysis,Targeting, and Positioning Chapter 6 Organizational Buying Behavior PART III THE FOUR Ps OF MARKETING MANAGEMENT Chapter 7 New Product Development Chapter 8 Managing Product Life Cycles Chapter 9 Marketing Communication Chapter 10 Advertising, Sales Promotion, and Publicity Chapter 11 Sales and Sales Management Chapter 12 Pricing: Macro, Behavioral, and Managerial Decisions Chapter 13 Distribution Systems from a Producer's Perspective Chapter 14 Marketing Concerns of Wholesale, Retail, and Physical Distribution Intermediaries PART IV A RETURN TO STRATEGIC AND ADMINISTRATIVE ISSUES Chapter 15 International Marketing Strategies: Issues in Design and Implementation Chapter 16 Formulating and Implementing the Marketing Plan Chapter 17 Evaluating and Controlling the Marketing Effort CREDITS INDEX xix 47 87 135 135 171 211 265 265 303 328 363 416 471 524 579 623 623 675 700 C-1 I-1

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