Marketing management : a strategic, decision-making approach / John W. Mullins ... [et al.].

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Material type: Text

TextSeries: McGraw-Hill/Irwin series in marketingPublication details: Boston, Mass. : McGraw-Hill, 2005.Edition: 5th edDescription: xxiv, 520 p. : ill. ; 26 cmISBN:

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Standard Loan	Moylish Library Main Collection	658.8 MUL (Browse shelf(Opens below))	1	Available		39002100326512

Includes bibliographical references and index.

Table of contents provided by Syndetics

Part One The Role of Marketing in Developing Successful business Strategies
Chapter 1 The Marketing Management Process
Chapter 2 The Marketing Implications of Corporate and Business Strategies
Part Two Market Opportunity Analysis
Chapter 3 Understanding Market Opportunities
Chapter 4 Understanding Consumer Buying Behavior
Chapter 5 Understanding Organizational Markets and Buying Behavior
Chapter 6 Measuring Market Opportunities: Forecasting and Marketing Knowledge
Chapter 7 Targeting Attractive Market Segments
Chapter 8 Differentiation and Positioning
Part Three Developing Strategic Marketing Programs
Chapter 9 Business Strategies: A Foundation for Marketing Program Decisions
Chapter 10 Product Decisions
Chapter 11 Pricing Decisions
Chapter 12 Distribution Channel Decisions
Chapter 13 Integrated Promotion Decisions
Part Four Strategic Marketing Programs for Selected Situations
Chapter 14 Marketing Strategies for the New Economy
Chapter 15 Strategies for the New and Growing Markets
Chapter 16 Strategic Choices for Mature and Declining Markets
Part Five Implementing and Controlling Marketing Programs
Chapter 17 Organizing and Planning for Effective Implementation
Chapter 18 Measuring and Delivering Marketing Performance