Mullins, John W. <br/><br/>
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. 
<br/><br/>Includes bibliographical references 
<br/><br/>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 
<br/><br/><label>ISBN: </label>9780071267762 (pbk.)    EGP240.00 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing -- Management