Microeconomics and Behavior or Marketing Management

Microeconomics and Behavior

Author: Robert H Frank

Robert Frank’s Microeconomics and Behavior covers the essential topics of microeconomics while exploring the relationship between economics analysis and human behavior. The book’s clear narrative appeals to students, and its numerous examples help students develop economic intuition. This book introduces modern topics not often found in intermediate textbooks. Its focus throughout is to develop a student’s capacity to "think like an economist."

New interesting book: The Social Structures of the Economy or Controlling Unlawful Organizational Behavior

Marketing Management: A Strategic Decision-Making Approach

Author: John Mullins

Marketing Management, 5/e by Mullins, Walker, Boyd, and Larreche is specifically designed for courses in which decision-focused cases are an important element and/or where student projects, such as the development of a marketing plan, are assigned. The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on description of marketing phenomena than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. 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. Also, an entire chapter (Chapter 15) is devoted to the development of marketing strategies for the new economy.The author team's rich entrepreneurial, marketing management, and consulting experience spanning a broad variety of manufacturing, service, software, and distribution industries provides an abundance of real-world, global perspectives.

Table of Contents:

Sect. 1	The role of marketing in developing successful business strategies	1
1	The marketing management process	2
2	The marketing implications of corporate and business strategies	30
Sect. 2	Market opportunity analysis	65
3	Environmental analysis : tools to identify attractive markets	66
4	Industry analysis and competitive advantage	84
5	Understanding consumer buying behavior	106
6	Understanding organizational markets and buying behavior	130
7	Measuring market opportunities : forecasting and market research	152
8	Market segmentation and target marketing	180
9	Differentiation and positioning	200
Sect. 3	Developing strategic marketing programs	219
10	Business strategies : a foundation for marketing program decisions	220
11	Product decisions	242
12	Pricing decisions	268
13	Distribution channel decisions	294
14	Integrated promotion decisions	326
Sect. 4	Strategic marketing programs for selected situations	353
15	Marketing strategies for the new economy	354
16	Strategies for new and growing markets	384
17	Strategic choices for mature and declining markets	418
Sect. 5	Implementing and controlling marketing programs	447
18	Organizing and planning for effective implementation	448
19	Measuring and delivering marketing performance	474