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Unformatted text preview: The Marketing Research Process • Measuring Marketing Productivity • Forecasting and demand measurement Chapter 9 • What is brand equity? • Building Brand Equity • Devising a Branding Strategy Chapter 10 • Developing & Communicating a Positioning Strategy • Differentiation Strategies • Product life- Cycle Marketing Strategies Chapter 11 • Competitive Forces • Identifying Competitors • Analyzing Competitors • Competitive Strategies for Market Leaders...
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- Spring '11
- Marketing, modern marketing information, Marketing Core Marketing Concepts Company Orientation, Marketing Core Marketing, Marketing Productivity Forecasting, Major Macroenvironments Chapter