| Title : | Marketing management : a strategic decision-making approach / | | Material Type: | printed text | | Authors: | John W. Mullins ; Orville C. Walker | | Edition statement: | 7th ed., international ed. | | Publisher: | Boston, MA : McGraw-Hill | | Publication Date: | 2010 | | Pagination: | xxi, 551 p. | | Size: | 24 cm | | ISBN (or other code): | 978-0-07-126776-2 | | Class number: | 658.8 | | 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. | | Contents note: | Section 1 The Role of Marketing in Developing Successful Business Strategies: 1. The marketing management process; 2. The marketing implications of corporate and business strategies.
Section 2 Market Opportunity Analysis: 3. Understanding market opportunities; 4. Understanding consumer buying behavior; 5. Understanding organizational markets and buying behavior; 6. Measuring market opportunities : forecasting and market knowledge; 7. Targeting attractive market segments --
Differentiation and brand positioning; 8. Business strategies : a foundation for marketing program decisions.
Section 3 Developing Strategic Marketing Programs: 9. Product decisions; 10. Pricing decisions; 11. Distribution channel decisions; 12. Distributed channel decisions; 13. Integrated Promotion Decisions.
Section 4 Strategic Marketing Programs for Selected Situations: 14. Marketing strategies for the new economy; 15. Strategies for new and growing markets; 16. Strategies for mature and declining markets.
Section 5 Implementing and Controlling Marketing Programs:
17. Organizing and planning for effective implementation; 18. Measuring and delivering marketing performance. |
Marketing management : a strategic decision-making approach / [printed text] / John W. Mullins ; Orville C. Walker . - 7th ed., international ed. . - Boston, MA : McGraw-Hill, 2010 . - xxi, 551 p. ; 24 cm. ISBN : 978-0-07-126776-2 | Class number: | 658.8 | | 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. | | Contents note: | Section 1 The Role of Marketing in Developing Successful Business Strategies: 1. The marketing management process; 2. The marketing implications of corporate and business strategies.
Section 2 Market Opportunity Analysis: 3. Understanding market opportunities; 4. Understanding consumer buying behavior; 5. Understanding organizational markets and buying behavior; 6. Measuring market opportunities : forecasting and market knowledge; 7. Targeting attractive market segments --
Differentiation and brand positioning; 8. Business strategies : a foundation for marketing program decisions.
Section 3 Developing Strategic Marketing Programs: 9. Product decisions; 10. Pricing decisions; 11. Distribution channel decisions; 12. Distributed channel decisions; 13. Integrated Promotion Decisions.
Section 4 Strategic Marketing Programs for Selected Situations: 14. Marketing strategies for the new economy; 15. Strategies for new and growing markets; 16. Strategies for mature and declining markets.
Section 5 Implementing and Controlling Marketing Programs:
17. Organizing and planning for effective implementation; 18. Measuring and delivering marketing performance. |
|
Home
Marketing management
