Marketing management : (Record no. 1308)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 01844nam a2200193Ia 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780071267762 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 007126776X |
| 050 ## - CALL NUMBER | |
| Classification number | HF5415.13 |
| Item number | M91 |
| 100 0# - AUTHOR | |
| Personal name | Mullins, John W. |
| 245 10 - TITLE | |
| Title | Marketing management : |
| Remainder of title | a strategic decision-making approach / |
| Statement of responsibility, etc | John W. Mullins, Orville C. Walker, Jr. |
| 250 ## - EDITION | |
| Edition statement | 7th ed., international ed. |
| 260 ## - PUBLICATION INFORMATION | |
| Place of publication | Boston : |
| Name of publisher | McGraw-Hill, |
| Year of publication | 2010. |
| 300 ## - DESCRIPTION | |
| Number of Pages | xxi, 551 p. ; |
| Dimensions | 28 cm. |
| 500 ## - NOTES | |
| General note | Includes index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Table of Content | Section 1. The role of marketing in developing successful business strategies --<br/>ch. 1. The marketing management process --<br/>ch. 2. The marketing implications of corporate and business strategies --<br/>Section 2. Market opportunity analysis --<br/>ch. 3. Understanding market opportunities --<br/>ch. 4. Understanding consumer buying behavior --<br/>ch. 5. Understanding organizational markets and buying behavior --<br/>ch. 6. Measuring market opportunities : forecasting and marketing knowledge --<br/>ch. 7. Targeting attractive market segments --<br/>ch. 8. Differentiation and positioning --<br/>Section 3. Developing strategic marketing programs --<br/>ch. 9. Business strategies : a foundation for marketing program decisions --<br/>ch. 10. Product decisions --<br/>ch. 11. Pricing decisions --<br/>ch. 12. Distribution channel decisions --<br/>ch. 13. Integrated promotion decisions --<br/>Section 4. Strategic marketing programs for selected situations --<br/>ch. 14. Marketing strategies for the new economy --<br/>ch. 15 Strategies for the new and growing markets --<br/>ch. 16. Strategic choices for mature and declining markets --<br/>Section 5. Implementing and controlling marketing programs --<br/>ch. 17. Organizing and planning for effective implementation --<br/>ch. 18. Measuring and delivering marketing performance. |
| 650 #0 - SUBJECTS | |
| Topical Term | Marketing |
| General subdivision | Management. |
| 700 1# - OTHER AUTHORS | |
| Personal name | Walker, Orville C. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Books |
No items available.