Marketing management: a strategic decision-making approach

by Mullins, John W., (John Walker)

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Title Statements

Full title :Marketing management : a strategic decision-making approach / John W. Mullins, Orville C. Walker Jr.

Summary

"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."--Publisher's website.

Edition Statements

Publication Date:©2010.
Edition:7th ed

Publication Statements

Publisher(s):McGraw-Hill Irwin
Place of Publication:Boston
Language:eng
Publication Date:©2010.

The Physical Object

Description:xxi, 551 pages : : illustrations ; : 26 cm

Edition Identifiers

ISBN:9780073381169, 0073381160, 9780071267762, 007126776X
oclc:ocn244764072
LC Classification:HF5415.13
Dewey Decimal:658.8

The marketing management process -- The marketing implications of corporate and business strategies -- 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 -- Business strategies : a foundation for marketing program decisions -- Product decisions -- Pricing decisions -- Distribution channel decisions -- Integrated promotion decisions -- Marketing strategies for the new economy -- Strategies for new and growing markets -- Strategies for mature and declining markets -- Organizing and planning for effective implementation -- Measuring and delivering marketing performance.