Marketing management :
Mullins, John W.
Marketing management : a strategic decision-making approach / John W. Mullins, Orville C. Walker, Jr. - 7th ed., international ed. - Boston : McGraw-Hill, 2010. - xxi, 551 p. ; 28 cm.
Includes index
Section 1. The role of marketing in developing successful business strategies --
ch. 1. The marketing management process --
ch. 2. The marketing implications of corporate and business strategies --
Section 2. Market opportunity analysis --
ch. 3. Understanding market opportunities --
ch. 4. Understanding consumer buying behavior --
ch. 5. Understanding organizational markets and buying behavior --
ch. 6. Measuring market opportunities : forecasting and marketing knowledge --
ch. 7. Targeting attractive market segments --
ch. 8. Differentiation and positioning --
Section 3. Developing strategic marketing programs --
ch. 9. Business strategies : a foundation for marketing program decisions --
ch. 10. Product decisions --
ch. 11. Pricing decisions --
ch. 12. Distribution channel decisions --
ch. 13. Integrated promotion decisions --
Section 4. Strategic marketing programs for selected situations --
ch. 14. Marketing strategies for the new economy --
ch. 15 Strategies for the new and growing markets --
ch. 16. Strategic choices for mature and declining markets --
Section 5. Implementing and controlling marketing programs --
ch. 17. Organizing and planning for effective implementation --
ch. 18. Measuring and delivering marketing performance.
9780071267762 007126776X
Marketing--Management.
HF5415.13 / M91
Marketing management : a strategic decision-making approach / John W. Mullins, Orville C. Walker, Jr. - 7th ed., international ed. - Boston : McGraw-Hill, 2010. - xxi, 551 p. ; 28 cm.
Includes index
Section 1. The role of marketing in developing successful business strategies --
ch. 1. The marketing management process --
ch. 2. The marketing implications of corporate and business strategies --
Section 2. Market opportunity analysis --
ch. 3. Understanding market opportunities --
ch. 4. Understanding consumer buying behavior --
ch. 5. Understanding organizational markets and buying behavior --
ch. 6. Measuring market opportunities : forecasting and marketing knowledge --
ch. 7. Targeting attractive market segments --
ch. 8. Differentiation and positioning --
Section 3. Developing strategic marketing programs --
ch. 9. Business strategies : a foundation for marketing program decisions --
ch. 10. Product decisions --
ch. 11. Pricing decisions --
ch. 12. Distribution channel decisions --
ch. 13. Integrated promotion decisions --
Section 4. Strategic marketing programs for selected situations --
ch. 14. Marketing strategies for the new economy --
ch. 15 Strategies for the new and growing markets --
ch. 16. Strategic choices for mature and declining markets --
Section 5. Implementing and controlling marketing programs --
ch. 17. Organizing and planning for effective implementation --
ch. 18. Measuring and delivering marketing performance.
9780071267762 007126776X
Marketing--Management.
HF5415.13 / M91