Marketing management : a strategic decision-making approach / John W. Mullins, Orville C. Walker, Jr.
Material type:
TextPublication details: Boston : McGraw-Hill, 2010.Edition: 7th ed., international edDescription: xxi, 551 p. ; 28 cmISBN: - 9780071267762
- 007126776X
- HF5415.13 .M352324
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Methodist University Library Main General Stacks | Reference | HF5415.13 .M352324 (Browse shelf(Opens below)) | Available | 38873 | |||||||||||||
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Methodist University Library Main General Stacks | Reference | HF5415.13 .M352324 (Browse shelf(Opens below)) | Available | 37004 | |||||||||||||
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Methodist University Library Main General Stacks | Reference | HF5415.13 .M352324 (Browse shelf(Opens below)) | Available | 37007 | |||||||||||||
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Methodist University Library Main General Stacks | Reference | HF5415.13 .M352324 (Browse shelf(Opens below)) | Available | 37012 |
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| HF5415.13 .L5883 Services marketing : | HF5415.13 .L5883 Services marketing : | HF5415.13 .L5883 Services marketing : | HF5415.13 .M352324 Marketing management : | HF5415.13 .M352324 Marketing management : | HF5415.13 .M352324 Marketing management : | HF5415.13 .M352324 Marketing management : |
Includes index
The marketing management process 2
The marketing implications of corporate and business strategies 30
Understanding market opportunities 70
Understanding consumer buying behavior 98
Understanding organizational markets and buying behavior 124
Measuring market opportunities: Forecasting and market knowledge 148
Targeting attractive market segments 178
Differentiation and brand positioning 200
Business strategies : a foundation for marketing program decisions 224
Product decisions 248
Pricing decisions 280
Distribution channel decisions 308
Marketing strategies for the new economy 372
Strategies for new and growing markets 402
Strategies for mature and declining markets 438
Organizing and planning foe effective implementation 470
Measuring and delivering marketing performance 496
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