Product Description
Appropriate for undergraduate and graduate Marketing Management and Marketing Strategy courses at the university level, and some colleges. Managerial Orientation. This book focuses on the major decisions marketing managers and top management face in their efforts to harmonize the organization's objectives, capabilities, and resources with marketplace needs and opportunities. Analytical Approach. This book presents a framework for analyzing recurrent problems in marketing management. Cases and examples illustrate effective marketing principles, strategies, and practices. Multidisciplinary Perspective. This book draws on the rich findings of various scientific disciplines - economics, behavioral science, management theory, and mathematics - for fundamental concepts and tools. Universal Applications. This book applies marketing thinking to the complete spectrum of marketing: products and services, consumer and business markets, profit and nonprofit organizations, domestic and foreign companies, small and large firms, manufacturing and intermediary businesses, and low- and high-tech industries. Comprehensive and Balanced Coverage. This book covers all the topics an informed marketing manager needs to understand to carry out strategic, tactical, and administrative marketing. Instruction Through Examples: provision of rich, in-depth examples from Canadian companies and organizations as well as organizations from around the world allow students to by seeing marketing management techniques brought to life as they are employed in the everyday practice of today's leading organizations.
