000			01844nam a2200193Ia 4500
999			_c1308 _d1308
020			_a9780071267762
020			_a007126776X
050			_aHF5415.13 _bM91
100	0		_aMullins, John W.
245	1	0	_aMarketing management : _ba strategic decision-making approach / _cJohn W. Mullins, Orville C. Walker, Jr.
250			_a7th ed., international ed.
260			_aBoston : _bMcGraw-Hill, _c2010.
300			_axxi, 551 p. ; _c28 cm.
500			_aIncludes index
505			_a 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.
650		0	_aMarketing _xManagement.
700	1		_aWalker, Orville C.
942			_cBK