Marketing management : a strategic decision-making approach /
Mullins, John W.
Marketing management : a strategic decision-making approach / John W. Mullins, Orville C. Walker Jr. - 7th ed. - Boston : McGraw-Hill Irwin, c2010. - xxi, 551 p. : ill. ; 26 cm.
Includes bibliographical references
The marketing management process -- The marketing implications of corporate and business strategies -- Understanding market opportunities -- Understanding consumer buying behavior -- Understanding organizational markets and buying behavior -- Measuring market opportunities : forecasting and market knowledge -- Targeting attractive market segments -- Differentiation and brand positioning -- Business strategies : a foundation for marketing program decisions -- Product decisions -- Pricing decisions -- Distribution channel decisions -- Integrated promotion decisions -- Marketing strategies for the new economy -- Strategies for new and growing markets -- Strategies for mature and declining markets -- Organizing and planning for effective implementation -- Measuring and delivering marketing performance
9780071267762 (pbk.) EGP240.00
Marketing -- Management
Marketing management : a strategic decision-making approach / John W. Mullins, Orville C. Walker Jr. - 7th ed. - Boston : McGraw-Hill Irwin, c2010. - xxi, 551 p. : ill. ; 26 cm.
Includes bibliographical references
The marketing management process -- The marketing implications of corporate and business strategies -- Understanding market opportunities -- Understanding consumer buying behavior -- Understanding organizational markets and buying behavior -- Measuring market opportunities : forecasting and market knowledge -- Targeting attractive market segments -- Differentiation and brand positioning -- Business strategies : a foundation for marketing program decisions -- Product decisions -- Pricing decisions -- Distribution channel decisions -- Integrated promotion decisions -- Marketing strategies for the new economy -- Strategies for new and growing markets -- Strategies for mature and declining markets -- Organizing and planning for effective implementation -- Measuring and delivering marketing performance
9780071267762 (pbk.) EGP240.00
Marketing -- Management