Marketing management : a strategic decision-making approach
John W. Mullins; Orville C. Walker
| Year of publication: |
c 2010 ; 7th ed., international ed.
|
|---|---|
| Authors: | Mullins, John W. ; Walker, Orville C. |
| Publisher: |
Boston, Mass. [u.a.] : McGraw-Hill |
| Subject: | Marketing | Marketingmanagement | Marketing management |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | XXI, 551 S graph. Darst. 26 cm |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Includes bibliographical references and index 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. |
| ISBN: | 0-07-126776-X ; 978-0-07-126776-2 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003848859