Strategic Marketing, Anderson

Strategic Marketing, Anderson (Paperback)

By Carol H Anderson Julian 
Publisher: Wiley
Edition: Paperback
Language: English
ISBN: 8177225731
EAN: 9788177225730
Binding: Paperback
Ships to India.

Description

A new integrated approach combines both theory and cases in a single volume for easy reference and evaluation. The authors prepare students to recognize, embrace, and manage change by focusing on higher-level strategic issues and decision making in marketing management. The book reflects increased focus on critical thinking and application-based learning. Addition of Indian cases further enhances the value of the book for Indian students.


Table of contents :
Part I. An Introduction to Strategic Marketing Management

? The Changing Role of Marketing

? Forces of Change and Their Impact



Part II. Achieving Competitive Advantage

? Strategic Market Planning

? Marketing Intelligence and Creative Problem Solving

? Understanding Consumer Buying Behavior

? Business Markets and Buying Behavior,

? Market Segmentation, Target Marketing, and Positioning



Part III. Implementing Marketing-Mix Strategies

? Product Strategy

? Services Marketing Strategy

? Distribution Strategy

? Integrated Marketing Communications Strategy

? Integrated Marketing Communications Tools

? Direct Marketing

? Pricing Strategy



Part IV. Managing Marketing Efforts

? Control and Measurement of Marketing Performance

? The Marketing-Oriented Organization



Part V. Cases


Market Description :



About Author :
Carol H. Anderson: Dr. Anderson is a graduate of Texas A&M Univ. (Ph.D. and MBA in Business Admn.), Univ. of Houston (M.Ed.), and Cornell Univ. (B.S.). She is Professor of Marketing Emerita at Rollins College and Southern Illinois University at Carbondale. She has also taught at the Crummer Graduate School of Business at Rollins College, and Southern Illinois Univ. at Carbondale. Member of many a professional association, she has been honored with numerous outstanding teaching awards.





Julian W. Vincze: Dr Vincze is Director of Graduate Programs in Management, Univ. of New Brunswick, Saint John. Former positions include V P Academic Programs, Euratio Academy, Zurich, Sophia Antipolis (France) and New York. Also Emeritus Professor of Marketing at the Crummer Graduate School of Business at Rollins College (Orlando, Florida) he has co-authored nine textbooks in strategic management and marketing management. Active in several professional associations, he has received many awards
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Specification

Title: Strategic Marketing, Anderson
Publisher: Wiley
Author: Carol H Anderson Julian
Edition: Paperback
Language: English
ISBN: 8177225731
EAN: 9788177225730
Binding: Paperback

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