Marketing Management: The Art of Creating and Delivering Demand

Author: Xia Yonglin
Publisher:
Publish Date: 2006-09-01
Features:
Chapter 1: Market and Marketing
Chapter 2: Customer Value and Customer Satisfaction
Chapter 3: Strategic Planning and Marketing Management
Chapter 4: Marketing Environment Analysis
Chapter 5: Marketing Information Systems and Market Demand Measurement and Forecasting
Chapter 6: Consumer Market and Consumer Buying Behavior Analysis
Chapter 7: Organizational Market and Buyer Behavior Analysis
Chapter 8: Competitor Analysis and Competitor Strategy
Chapter 9: Target Marketing Strategy
Chapter 10: Product Strategy
Chapter 11: Product Life Cycle and New Product Development
Chapter 12: Pricing Strategy
Chapter 13: Distribution Strategy
Chapter 14: Communication Strategy
Chapter 15: Communication Tools
Chapter 16: Marketing Planning, Organization, Execution, and Control
References
This book provides a detailed introduction to topics such as market and marketing, customer value and customer satisfaction, strategic planning and marketing management, and marketing environment analysis.