Title:
Marketing management : a strategic decision-making approach
Author:
Mullins, John W. (John Walker)
ISBN:
9780073381169
9780071267762
Personal Author:
Edition:
7th ed.
Publication Information:
Boston : McGraw-Hill Irwin, ©2010.
Physical Description:
xxi, 551 pages : illustrations ; 26 cm
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.
Abstract:
"The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on the description of marketing phenomena than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. This edition continues to be the most current and Internet-savvy book available, injecting the latest developments in Internet-based communication and distribution technology into every chapter. The author team's rich entrepreneurial, marketing management, and consulting experience spans a broad variety of manufacturing, service, software, and distribution industries, providing an abundance of real-world, global perspectives."--Publisher's website.
Subject Term:
Added Author: