Marketing management : a strategic decision-making approach / John W. Mullins, Orville C. Walker Jr.
Material type:
TextPublication details: Boston : McGraw-Hill Irwin, c2010.Edition: 7th edDescription: xxi, 551 p. : ill. ; 26 cmISBN: - 9780073381169 (alk. paper)
- 0073381160 (alk. paper)
- 658.8 22
- HF5415.13 .M352324 2010
| Item type | Current library | Home library | Call number | Copy number | Status | Date due | Barcode |
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Chinhoyi University of Technology Libraries | Chinhoyi University of Technology Libraries | HF 5415.13 MUL (Browse shelf(Opens below)) | c.032824 | Available | BK0045036 | |
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Chinhoyi University of Technology Libraries | Chinhoyi University of Technology Libraries | HF 5415.13 MUL (Browse shelf(Opens below)) | c.032825 | Available | BK0045037 | |
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Books
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Chinhoyi University of Technology Libraries | Chinhoyi University of Technology Libraries | HF 5415.13 MUL (Browse shelf(Opens below)) | c.040264 | Available | BK00456502 |
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| HF 5415.13 MOU Strategic marketing management : a business process approach. | HF 5415.13 MUL Marketing management : a strategic decision-making approach / | HF 5415.13 MUL Marketing management : a strategic decision-making approach / | HF 5415.13 MUL Marketing management : a strategic decision-making approach / | HF 5415.13 PAR Strategic marketing management : a means-end approach / | HF 5415.13 PAR Strategic marketing management : a means-end approach / | HF 5415.13 PAR Strategic marketing management : a means-end approach / |
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.
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