| Description |
xiv, 692 pages : illustrations ; 25 cm |
| Contents |
Pt. 1. The Chingin Role of Marketing. 1. The role of marketing in the firm and in a market economy. 2. From of marketin in the firm and in a market economy. 2. From marketing to market-driven management -- Pt. 2. Understanding Buyer Behaviour. 3. Marketing and the buyer's motivation. 4. Buyer Behaviour. 3. Mardketin and the buyer's motivation. 4. The buyer's choice behaviour. 5. Marketing research and information systems. 6 The buyer's response behaviour -- Pt. 3. Marketing Strategy Development |
|
7. Needs analysis through market segmentation. 8. Market attractiveness analysis. 9. Competitiveness analysis. 10. Formulating a marketing strategy. 11. The strategic marketing plan -- Pt. 4. Strategic Marketing in Action. 12. New product decisions. 13. Distribution channel decisions. 14. Strategic pricing . |
| Summary |
Strategic Marketing Management is a post-introductory text in Marketing which is thoroughly European - the French language edition is already the best-selling marketing textbook in France. Comprising sixteen chapters carefully structured within five parts, this book offers innovative and comprehensive coverage of strategic marketing management |
| Bibliography |
Includes bibliographical references |
| Notes |
Translated from the French |
| Subject |
Marketing -- Europe -- Management.
|
| LC no. |
96027234 |
| ISBN |
0077092279 |
|
