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Marketing Management A Strategic Decisionmaking Approach

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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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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…    
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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