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

By: Contributor(s): Series: Mcgraw-Hill/Irwin series in marketingPublisher: New York : McGraw-Hill, c2008Edition: Sixth editionDescription: xxii, 533 pages : illustrations ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780071101097 [paperback]
Subject(s): DDC classification:
  • 658.81 M959 2008
Online resources:
Contents:
Chapter one The marketing management process -- Chapter two The marketing implications of corporate and business strategies -- Chapter three Market opportunity analysis -- 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 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 programs for selected situations -- Chapter fifteen Strategies for new and growing markets -- Chapter sixteen Strategic choices for mature and declining markets -- Chapter seventeen Organizing and planning for effective implementation -- Chapter eighteen Measuring and delivering marketing performance
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Item type Current library Call number Status Date due Barcode
Reference Reference Graduate School Library Annex 658.81 M959 2008 (Browse shelf(Opens below)) Available UC12-000004583

Includes bibliographical references and index.

Chapter one The marketing management process -- Chapter two The marketing implications of corporate and business strategies -- Chapter three Market opportunity analysis -- 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 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 programs for selected situations -- Chapter fifteen Strategies for new and growing markets -- Chapter sixteen Strategic choices for mature and declining markets -- Chapter seventeen Organizing and planning for effective implementation -- Chapter eighteen Measuring and delivering marketing performance

English

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