Marketing Management: Strategies and Programs

Abstract

Part One: Managerial Perspectives on Marketing 1. Market Orientation, Marketing Management, and the Marketing Planning Process 2. Corporate Marketing Planning Part Two: Situation Analysis 3. Market Analysis 4. Target Marketing: Segmentation and Positioning For Competitive Advantage 5. Market Measurement 6. Profitability and Productivity Analysis Part Three: Marketing Strategies and Programs 7. Marketing Strategies 8. Product-Development Programs 9. Pricing Programs 10. Advertising Programs 11. Sales-Promotion and Direct Marketing Programs 12. Sales and Distribution Programs 13. Managing Sales and Distribution Part Four: Coordination and Control 14. Organizing and Managing Marketing and Sales Programs 15. The Annual Marketing Plan

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