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January 22, 2010 | History

Marketing management 1 edition

Marketing management
John W. Mullins

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Marketing management
a strategic decision-making approach
7th ed.
John W. Mullins, Orville C. Walker Jr.

Published 2010 by McGraw-Hill/Irwin in Boston .
Written in English.

Table of Contents

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 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.

Edition Notes

Includes index.

Classifications

Dewey Decimal Class
658.8
Library of Congress
HF5415.13 .M352324 2010

The Physical Object

Pagination
p. cm.

ID Numbers

Open Library
OL22853534M
ISBN 10
0073381160
ISBN 13
9780073381169
LC Control Number
2008055593
OCLC/WorldCat
244764072
Goodreads
6750794

History

Download catalog record: RDF / JSON
January 22, 2010 Edited by WorkBot add more information to works
December 11, 2009 Created by WorkBot add works page