Strategic marketing management : meeting the global marketing challenge

Strategic marketing management meeting the global marketing challenge

Detalles Bibliográficos
Otros Autores: Anderson, Carol H., autor (autor), Vincze, Julian W., autor
Formato: Libro
Idioma:Inglés
Publicado: Boston : Houghton Mifflin 2000
Materias:
Màrqueting > Administració
Planificació estratègica
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991004699719706719
Tabla de Contenidos:
  • The changing role of marketing
  • Forces of change and their impact
  • Strategic market planning
  • Marketing intelligence and creative problem solving
  • Understanding consumer buying behavior
  • Business markets and buying behavior
  • Market segmentation, target marketing, and positioning
  • Product strategy
  • Services marketing strategy
  • Distribution strategy
  • Integrated marketing communications strategy
  • Integrated marketing communications tools
  • Direct marketing
  • Pricing strategy
  • Control and measurement of marketing performance-- The marketing-oriented organization.

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