Marketing management : a strategic decision-making approach / John W. Mullins, Orville C. Walker Jr.
Material type:
TextPublisher: Boston : McGraw-Hill Irwin, c2010Edition: 7th edDescription: xxi, 551 p. : illustrations (black and white) ; 26 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780073381169; 9780071267762 [lpaperback]Subject(s): Marketing -- ManagementDDC classification: | Item type | Current location | Call number | Status | Date due | Barcode |
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Subject Reference
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College Library Subject Reference | 658.8 M91 2010 (Browse shelf) | Available | 3UCBL000020669 |
Includes bibliographical references and index.
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.
Biore, Christopher College of Business and Accountancy BSBA-Marketing Management
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