Designing Strategies for the Global Marketplace. Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers. Managing Product Life Cycles and Strategies. Developing, Testing, and Launching New Products and Services. Differentiating and Positioning the Market Offer. Identifying Market Segments and Selecting Target Markets. RESEARCHING AND SELECTING TARGET MARKETS. Analyzing Business Markets and Business Buying Behavior. Analyzing Consumer Markets and Buyer Behavior. Marketing Information Systems and Marketing Research. Managing the Marketing Process and Marketing Planning. Laying the Groundwork Through Market-Oriented Strategic Planning. Building Customer Satisfaction Through Quality, Service, and Value. Understanding the Critical Role of Marketing in Organizations and Society. Bibliography Includes bibliographical references and index.
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