Marketing Management A Strategic Decisionmaking Approach

Name: Marketing Management A Strategic Decisionmaking Approach
Price: 4.95 USD
Availability: InStock
ISBN: 9780073529820

ISBN-10: 0073529826

ISBN-13: 9780073529820

Edition: 6th 2008 (Revised)

Authors: John W. Mullins, Orville C. Walker, Harper W. Boyd, Harper W. Boyd

List price: $142.19

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Description:

Marketing Management: A Strategic Decision-Making Approach 6th Edition concentrates on strategic decision making. This approach sets Mullins apart from other texts which place greater emphasis on description of marketing phenomena rather than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. This 6th 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. Also, an entire chapter (Chapter 15) is devoted to the development of marketing strategies for the new economy. The author team's rich…

Book details

List price: $142.19
Edition: 6th
Copyright year: 2008
Publisher: McGraw-Hill Companies, The
Publication date: 10/17/2006
Binding: Paperback
Pages: 560
Size: 8.00" wide x 10.25" long x 0.75" tall
Weight: 2.090
Language: English




The Role of Marketing in Developing Successful business Strategies



The Marketing Management Process



The Marketing Implications of Corporate and Business Strategies



Market Opportunity Analysis



Understanding Market Opportunities



Understanding Consumer Buying Behavior



Understanding Organizational Markets and Buying Behavior



Measuring Market Opportunities: Forecasting and Marketing Knowledge



Targeting Attractive Market Segments



Differentiation and Positioning



Developing Strategic Marketing Programs



Business Strategies: A Foundation for Marketing Program Decisions



Product Decisions



Pricing Decisions



Distribution Channel Decisions



Integrated Promotion Decisions



Strategic Marketing Programs for Selected Situations



Marketing Strategies for the New Economy



Strategies for the New and Growing Markets



Strategic Choices for Mature and Declining Markets



Implementing and Controlling Marketing Programs



Organizing and Planning for Effective Implementation



Measuring and Delivering Marketing Performance