000			01463nam a2200205 a 4500
001			213149
003			MOEB
005			20230602161454.0
008			101210t2010 xxua gr 000 0 eng d
020			_a9780071267762 (pbk.) _c EGP240.00
100	1		_aMullins, John W. _q(John Walker)
245	1	0	_aMarketing management : _ba strategic decision-making approach / _cJohn W. Mullins, Orville C. Walker Jr.
250			_a7th ed.
260			_aBoston : _bMcGraw-Hill Irwin, _cc2010.
300			_axxi, 551 p. : _bill. ; _c26 cm.
504			_aIncludes bibliographical references
505			_aThe 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
650		0	_aMarketing _x Management
700	1		_aWalker, Orville C.
999			_c2800 _d2800