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Marketing Management
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For undergraduate and graduate Marketing Management courses.Go beyond the basic concepts with a strategic focus and integration of IT and global perspectives.Marketing Management reflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success. The fourth edition features Ravi Dahr of Yale University-one of the world's leading scholars in behavioral decision-making-as a new coauthor.
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Table of Contents

Part I: Marketing Philosophy and StrategyChapter 1. Marketing and the Job of the Marketing ManagerChapter 2. A Strategic Marketing FrameworkPart II: Analysis for Marketing DecisionsChapter 3. Marketing ResearchChapter 4. Analyzing Consumer BehaviorChapter 5. Organizational Buying BehaviorChapter 6. Market Structure and Competitor AnalysisPart III: Marketing Decision MakingChapter 7. Product DecisionsChapter 8. New Product DevelopmentChapter 9. PricingChapter 10. Communications and Advertising StrategyChapter 11. Sales PromotionChapter 12. Channels of DistributionChapter 13. Customer Relationship ManagementChapter 14. Direct Channels of Distribution: Personal Selling and Direct MarketingChapter 15. Special Topic: Strategies for Service Markets

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