a strategic decision-making approach Mullins, John W. (John Walker) creator author. Walker, Orville C. author. text bibliography mau Boston McGraw-Hill Irwin c2010 2010 7th ed. monographic eng

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xxi, 551 p. : illustrations (black and white) ; 26 cm. 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. John W. Mullins, Orville C. Walker Jr. Includes bibliographical references and index. Biore, Christopher College of Business and Accountancy BSBA-Marketing Management Marketing Management 9780073381169 9780071267762 [lpaperback] 2008055593 DLC 090102 20250813161142.0 15572978