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

By: Contributor(s): Material type: TextPublication details: Boston : McGraw-Hill, 2010.Edition: 7th ed., international edDescription: xxi, 551 p. ; 28 cmISBN:
  • 9780071267762
  • 007126776X
Subject(s): LOC classification:
  • HF5415.13 M91
Contents:
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.
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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.

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