TY  - BOOK
AU  - Mullins,John W.
AU  - Walker,Orville C.
TI  - Marketing management: a strategic decision-making approach 
SN  - 9780071267762 (pbk.) 
PY  - 2010///
CY  - Boston
PB  - McGraw-Hill Irwin
KW  - Marketing
KW  -  Management
N1  - 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
ER  -