Basic Marketing Management / Edition 2

by Douglas J. Dalrymple, Leonard J. Parsons

Overview

To accommodate instructors who either don't use cases or prefer to select their own, we offer a marketing management book that focuses exclusively on text material. In addition, to keep the price of the book affordable, we have chosen to publish this book in a paperback form. Like the Marketing Management: Text and Cases, Seventh Edition text, this book is intended for the Sr/MBA course in Marketing Management or Marketing Strategy. 15 chapters provide good coverage of the subject in a compact format.

Product Details

ISBN-13:	9780471353928
Publisher:	Wiley
Publication date:	02/09/2000
Edition description:	REV
Pages:	368
Product dimensions:	8.07(w) x 10.00(h) x 0.52(d)

About the Author

Douglas J. Dalrymple and Leonard J. Parsons are the authors of Basic Marketing Management, 2nd Edition, published by Wiley.

Table of Contents

The Role of Marketing in Organizations and Society.

Marketing Strategy.

Customer Analysis.

Market Segmentation and Product Differentiation.

Competitive Analysis and Product Positioning.

Product Development and Testing.

Brand Management.

Services Marketing.

Pricing.

Selecting Distribution Channels.

Personal Selling and Sales Force Management.

Direct Marketing.

Designing Advertising Programs.

Sales Promotion and Public Relations.

International Marketing.

Marketing Planning.

Index.