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Marketing management : a strategic decision-making approach / John W. Mullins, Orville C. Walker Jr., Harper W. Boyd Jr.

By: Contributor(s): Material type: TextPublication details: Boston : McGraw-Hill Irwin, c2008.Edition: 6th edDescription: xxii, 533 p. : ill. ; 26 cmISBN:
  • 0073529826
  • 9780073529820
  • 9780071101097 (pbk.)
  • 0071101098 (pbk.)
Subject(s): LOC classification:
  • HF5415.13 .M352324
Contents:
Section One: The Role of Marketing in Developing Successful business Strategies Chapter 1 The Marketing Management Process Chapter 2 The Marketing Implications of Corporate and Business Strategies Section Two: Market Opportunity Analysis Chapter 3 Understanding Market Opportunities Chapter 4 Understanding Consumer Buying Behavior Chapter 5 Understanding Organizational Markets and Buying Behavior Chapter 6 Measuring Market Opportunities: Forecasting and Marketing Knowledge Chapter 7 Targeting Attractive Market Segments Chapter 8 Differentiation and Positioning Section Three: Developing Strategic Marketing Programs Chapter 9 Business Strategies: A Foundation for Marketing Program Decisions Chapter 10 Product Decisions Chapter 11 Pricing Decisions Chapter 12 Distribution Channel Decisions Chapter 13 Integrated Promotion Decisions Section Four: Strategic Marketing Programs for Selected Situations Chapter 14 Marketing Strategies for the New Economy Chapter 15 Strategies for the New and Growing Markets Chapter 16 Strategic Choices for Mature and Declining Markets Section Five: Implementing and Controlling Marketing Programs Chapter 17 Organizing and Planning for Effective Implementation Chapter 18 Measuring and Delivering Marketing Performance
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Books Methodist University Library Main General Stacks Reference HF5415.13 .M352324 (Browse shelf(Opens below)) Available 30815

Previous ed. entered under title.
Includes index

Section One: The Role of Marketing in Developing Successful business Strategies Chapter 1 The Marketing Management Process Chapter 2 The Marketing Implications of Corporate and Business Strategies Section Two: Market Opportunity Analysis Chapter 3 Understanding Market Opportunities Chapter 4 Understanding Consumer Buying Behavior Chapter 5 Understanding Organizational Markets and Buying Behavior Chapter 6 Measuring Market Opportunities: Forecasting and Marketing Knowledge Chapter 7 Targeting Attractive Market Segments Chapter 8 Differentiation and Positioning Section Three: Developing Strategic Marketing Programs Chapter 9 Business Strategies: A Foundation for Marketing Program Decisions Chapter 10 Product Decisions Chapter 11 Pricing Decisions Chapter 12 Distribution Channel Decisions Chapter 13 Integrated Promotion Decisions Section Four: Strategic Marketing Programs for Selected Situations Chapter 14 Marketing Strategies for the New Economy Chapter 15 Strategies for the New and Growing Markets Chapter 16 Strategic Choices for Mature and Declining Markets Section Five: Implementing and Controlling Marketing Programs Chapter 17 Organizing and Planning for Effective Implementation Chapter 18 Measuring and Delivering Marketing Performance

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