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

Includes index.

Chapter one The Marketing Management Process -- Chapter two The Marketing Implications of Corporate and Business Strategies -- Chapter three Understanding Market Opportunities -- Chapter four Understanding Consumer Buying Behavior -- Chapter five Understanding Organizational Markets and Buying Behavior -- Chapter six Measuring Market Opportunities: Forecasting and Market Knowledge -- Chapter seven Targeting Attractive Market Segments -- Chapter eight Differentiation and Brand Positioning -- Chapter nine Business Strategies: A Foundation for Marketing Program Decisions -- Chapter ten Product Decisions -- Chapter eleven Pricing Decisions -- Chapter twelve Distribution Channel Decisions -- Chapter thirteen Integrated Promotion Decisions -- Chapter fourteen Marketing Strategies for a Digitally Networked World -- Chapter fifteen Strategies for New and Growing Markets -- Chapter sixteen Strategies for Mature and Declining Markets -- Chapter seventeen Organizing and Planning for Effective Implementation -- Chapter eighteen Measuring and Delivering Marketing Performance

English