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Marketing management: a strategic decision-making approach

Author: Mullins, John W. ; Walker, Orville C. ; Boyd, Harper W.Publisher: McGraw-Hill, 2008. ; Irwin, 2008.Edition: 6th ed.Language: EnglishDescription: 533 p. : Graphs/Ill. ; 26 cm.ISBN: 9780071101097Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.13 .M85 2008
(Browse shelf)
001209570
Available 001209570
Book Europe Campus
Main Collection
Print HF5415.13 .M85 2008
(Browse shelf)
001259681
Available 001259681
Book Middle East Campus
Main Collection
Print HF5415.13 .M85 2008
(Browse shelf)
500002313
Available 500002313
Total holds: 0

Includes bibliographical references and index

Digitized

Marketing Management A Strategic Decision-Making Approach Brief Contents PREFACE XVII SECTION ONE THE ROLE OF MARKETING IN DEVELOPING SUCCESSFUL BUSINESS STRATEGIES 1 10 Product Decisions 236 11 Pricing Decisions 27o 12 Distribution Channel Decisions 296 13 Integrated Promotion Decisions 330 1 The Marketing Management Process 2 2 The Marketing Implications of Corporate and Business Strategies 30 SECTION FOUR STRATEGIC MARKETING PROGRAMS FOR SELECTED SITUATIONS 359 14 Marketing Strategies for the New Economy 360 15 Strategies for New and Growing Markets 390 16 Strategic Choices for Mature and Declining Markets 426 SECTION TWO MARKET OPPORTUNITY ANALYSIS 69 3 Understanding Market Opportunities 70 4 Understanding Consumer Buying Behavior 96 5 Understanding Organizational Markets and Buying Behavior 120 6 Measuring Market Opportunities: Forecasting and Market Knowledge 142 7 Targeting Attractive Market Segments 170 8 Differentiation and Positioning 190 SECTION FIVE IMPLEMENTING AND CONTROLLING MARKETING PROGRAMS 457 17 Organizing and Planning for Effective Implementation 458 18 Measuring and Delivering Marketing Performance 484 INDEX 509 SECTION THREE DEVELOPING STRATEGIC MARKETING PROGRAMS 213 9 Business Strategies: A Foundation for Marketing Program Decisions 214

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