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Mullins, John W.

Marketing management : a strategic decision-making approach / John W. Mullins, Orville C. Walker Jr. - 7th ed. - Boston : McGraw-Hill Irwin, c2010. - xxi, 551 p. : ill. ; 26 cm.

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.

ISBN: 9780073381169 (alk. paper) 0073381160 (alk. paper)

LCCN: 2008055593

Subjects--Topical Terms:
Marketing--Management.
Marketing--Management.

LC Class. No.: HF5415.13 / .M352324 2010

Dewey Class. No.: 658.8