000			01981nam a2200229Ia 4500
999			_c1306 _d1306
020			_a0073529826
020			_a9780073529820
020			_a9780071101097 (pbk.)
020			_a0071101098 (pbk.)
050	0	0	_aHF5415.13 _b.M352324
100	1		_aMullins, John W.
245	1	0	_aMarketing management : _ba strategic decision-making approach / _cJohn W. Mullins, Orville C. Walker Jr., Harper W. Boyd Jr.
250			_a6th ed.
260			_aBoston : _bMcGraw-Hill Irwin, _cc2008.
300			_axxii, 533 p. : _bill. ; _c26 cm.
500			_aPrevious ed. entered under title. Includes index
505			_aSection 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
650		0	_aMarketing _xManagement.
700	1		_aWalker, Orville C.
700	1		_aBoyd, Harper W.
942			_cBK