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

By: Mullins, John WContributor(s): Walker, Orville CMaterial type: TextTextLanguage: English Series: McGraw-Hill/Irwin series in marketingPublisher: New Delhi : McGraw-Hill, 2005Description: xxi, 551 pages : illustrations ; 26 cmISBN: 9781259097201Subject(s): Marketing -- Management | Marketing | Marketing -- GestionDDC classification: 658.8
Contents:
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.
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Item type Current location Call number Status Date due Barcode
Books Institute of Public Enterprise, Library
S Campus 		658.8 MUL (Browse shelf) Available 46143

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.

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