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:
Other Authors:
Format: Book
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.