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Mullins, John W. ;

Marketing management : a strategic decision-making approach / John W. Mullins, Orville C. Walker - New Delhi : McGraw-Hill, 2005. - xxi, 551 pages : illustrations ; 26 cm. - McGraw-Hill/Irwin series in marketing. .

Sect. 1. The role of marketing in developing successful business strategies --
1. The marketing management process --
2. The marketing implications of corporate and business strategies --
Sect. 2. Market opportunity analysis --
3. Environmental analysis : tools to identify attractive markets --
4. Industry analysis and competitive advantage --
5. Understanding consumer buying behavior --
6. Understanding organizational markets and buying behavior --
7. Measuring market opportunities : forecasting and market research --
8. Market segmentation and target marketing --
9. Differentiation and positioning --
Sect. 3. Developing strategic marketing programs --
10. Business strategies : a foundation for marketing program decisions --
11. Product decisions --
12. Pricing decisions --
13. Distribution channel decisions --
14. Integrated promotion decisions --
Sect. 4. Strategic marketing programs for selected situations --
15. Marketing strategies for the new economy --
16. Strategies for new and growing markets --
17. Strategic choices for mature and declining markets --
Sect. 5. Implementing and controlling marketing programs --
18. Organizing and planning for effective implementation --
19. Measuring and delivering marketing performance.

ISBN: 9781259097201

Subjects--Topical Terms:
Marketing --Management.
Marketing.
Marketing --Gestion.

Dewey Class. No.: 658.8 / MUL