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

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Bibliographic Details
Edition:	7th ed.
Published:	Boston : McGraw-Hill Irwin, c2010.
Main Author:	Mullins, John W. (John Walker)
Other Authors:	Walker, Orville C.
Subjects:	Marketing > Management.
Format:	Book

Marketing management : a strategic decision-making approach /

Table of Contents:

The marketing management process
The marketing implications of corporate and business strategies
Understanding market opportunities
Understanding consumer buying behavior
Understanding organizational markets and buying behavior
Measuring market opportunities : forecasting and market knowledge
Targeting attractive market segments
Differentiation and brand positioning
Business strategies : a foundation for marketing program decisions
Product decisions
Pricing decisions
Distribution channel decisions
Integrated promotion decisions
Marketing strategies for the new economy
Strategies for new and growing markets
Strategies for mature and declining markets
Organizing and planning for effective implementation
Measuring and delivering marketing performance.