Publisher Description

The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small.

Drawing on its authors' wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions – both good and not-so-good – from around the world in companies ranging from entrepreneurial start-ups to multi-national giants.

This edition continues to be the most current and internet-savvy book available, injecting the latest developments in internet-based communication and distribution technology into every chapter.

Author Biography

Orville C. Walker, Jr. Orville C. Walker, Jr. is Professor Emeritus in the University of Minnesotas Carlson School of Management, where he served until recently as the James D. Watkins Professor of Marketing and Director of the PhD Program. He holds a Masters degree in social psychology from the Ohio State University and a PhD in marketing from the University of WisconsinMadison. Orville is the co-author of three books and has published more than 50 research articles in scholarly and business journals. He has won several awards for his research, including the ODell award from the Journal of Marketing Research, the Maynard award from the Journal of Marketing, and a lifetime achievement award from the Sales Management Interest Group of the American Marketing Association. Orville has been a consultant to a number of business firms and not-for-profit organisations, and he has taught in executive development programs around the world, including programs in Poland, Switzerland, Scotland and Hong Kong. Perhaps his biggest business challenge, however, is attempting to turn a profit as the owner-manager of a small vineyard in western Wisconsin.

Table of Contents

Section 1: The Role of Marketing in Developing Successful Business StrategiesChapter 1: The Marketing Management ProcessChapter 2: The Marketing Implications of Corporate and Business StrategiesSection 2: Market Opportunity AnalysisChapter 3: Understanding Market OpportunitiesChapter 4: Understanding Consumer Buying BehaviorChapter 5: Understanding Organizational Markets and Buying BehaviorChapter 6: Measuring Market Opportunities: Forecasting and Market KnowledgeChapter 7: Targeting Attractive Market SegmentsChapter 8: Differentiation and Brand PositioningSection 3: Developing Strategic Marketing ProgramsChapter 9: Business Strategies: A Foundation for Marketing Program DecisionsChapter 10: Product DecisionsChapter 11: Pricing DecisionsChapter 12: Distribution Channel DecisionsChapter 13: Integrated Promotion DecisionsSection 4: Strategic Marketing Programs for Selected SituationsChapter 14: Marketing Strategies for a Digitally Networked WorldChapter 15: Strategies for New and Growing MarketsChapter 16: Strategies for Mature and Declining MarketsSection 5: Implementing and Controlling Marketing ProgramsChapter 17: Organizing and Planning for Effective ImplementationChapter 18: Measuring and Delivering Marketing PerformanceIndex

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