Marketing Management: a Strategic Decision-Making Approach

Name: Marketing Management: a Strategic Decision-Making Approach
Availability: InStock
ISBN: 9780078028793

ISBN-10: 0078028795

ISBN-13: 9780078028793

Edition: 8th 2013

Authors: John Mullins, Orville C. Walker, Orville C. Walker

List price: $252.36

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Description:

The eighth edition ofMarketing Management: A Strategic Decision-Making Approach, concentrates on marketingdecision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small.Drawing on its authors’ wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions – both good and not-so-good – from around the world in companies ranging from entrepreneurial start-ups to multi-national giants.This edition continues…

Book details

List price: $252.36
Edition: 8th
Copyright year: 2013
Publisher: McGraw-Hill Education
Publication date: 1/31/2012
Binding: Paperback
Pages: 576
Size: 8.10" wide x 9.90" long x 0.90" tall
Weight: 2.442
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 Market Knowledge



Targeting Attractive Market Segments



Differentiation and Brand 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 a Digitally Networked World



Strategies for New and Growing Markets



Strategies for Mature and Declining Markets



Implementing and Controlling Marketing Programs



Organizing and Planning for Effective Implementation



Measuring and Delivering Marketing Performance


Index