Marketing management
Subtitle: a strategic decision-making approach
By: John W. Mullins, Orville C. Walker Jr.
Contributors: Walker, Orville C.
Edition: 7th ed.
Publisher: McGraw-Hill/Irwin
Published: 2010
Place of publication: Boston
Language: eng
Number of pages: 576
ISBN-13: 9780073381169
Subjects: Marketing -- Management
Notes: Includes index.
Table of contents: title: The marketing management process; title: The marketing implications of corporate and business strategies; title: Understanding market opportunities; title: Understanding consumer buying behavior; title: Understanding organizational markets and buying behavior; title: Measuring market opportunities : forecasting and market knowledge; title: Targeting attractive market segments; title: Differentiation and positioning; title: Business strategies : a foundation for marketing program decisions; title: Product decisions; title: Pricing decisions; title: Distribution channel decisions; title: Integrated promotion decisions; title: Marketing strategies for the new economy; title: Strategies for new and growing markets; title: Strategies for mature and declining markets; title: Organizing and planning for effective implementation; title: Measuring and delivering marketing performance.