- 作 者：（美）小哈珀·W.博伊德（Harper W.Boyd，Jr.）等著
- 出 版 社：沈阳：东北财经大学出版社；McGraw-Hill出版公司
- 出版年份：1998
- ISBN：7810444727
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BRIEF TABLE OF CONTENTS 1
SECTION I AN OVERVIEW OF MARKETING MANAGEMENT 1
1 Marketing and the Marketing Management Process 2
2 The Strategic Role of Marketing 26
SECTION II MARKET OPPORTUNITY ANALYSIS 59
3 Environmental Analysis 60
4 Industry Dynamics and Strategic Change 80
5 Consumer Marketing and Buying Behavior 100
6 Organizational Markets and Buying Behavior 122
7 Marketing Information and Marketing Research 144
8 Market Segmentation and Market Targeting 170
9 Positioning Decisions 192
SECTION III DEVELOPING STRATEGIC MARKETING PROGRAMS 211
10 Business Strategies and Marketing-Program Decisions 212
11 Product and Services Decisions 232
12 Developing and Testing New Products and Services 256
13 Pricing Decisions 280
14 Distribution Decisions 306
15 Promotion Decisions 338
16 Personal Selling Decisions 374
SECTION IV STRATEGIC MARKETING PROGRAMS FOR SELECTED SITUATIONS 403
17 Strategies for New and Growing Markets 404
18 Strategies for Mature and Declining Markets 436
SECTION V IMPLEMENTING AND CONTROLLING STRATEGIC MARKETING PROGRAMS 463
19 Implementing Business and Marketing Strategies 464
20 Controlling Marketing Strategies and Programs 486
APPENDIX CALGOLIA INC.: 506
A STRATEGIC APPROACH TO INTERNATIONAL MARKETING 506
INDEX 527