000			01906nam a22002057a 4500
999			_c21662 _d21662
020			_a9781259097201
041			_aENG
082			_a658.8 _bMUL
100			_aMullins, John W. ;
245			_aMarketing management : _ba strategic decision-making approach / _cJohn W. Mullins, Orville C. Walker
260			_aNew Delhi : _bMcGraw-Hill, _c2005.
300			_axxi, 551 pages : _billustrations ; _c26 cm.
440			_aMcGraw-Hill/Irwin series in marketing.
505			_aSect. 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.
650			_aMarketing _xManagement.
650			_aMarketing.
650			_aMarketing _xGestion.
700			_aWalker, Orville C.
942			_2ddc _cBK