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Marketing Management
Review Rating

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Marketing Management

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Marketing Management

Mullins

Published by Mcgraw Hill Education | Language - English | Binding - Paper Back

Average Rating (26 Customers)

` 695 (6% off) ` 655

+ The price is inclusive of GST.
+ Free Shipping (for orders above `199).

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Description

About the Book: Marketing Management: A Strategic Decision -Making Approach: 7th Edition

The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on the description of marketing phenomena than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. This edition continues to be the most current and Internet-savvy book available, injecting the latest developments in Internet-based communication and distribution technology into every chapter. The author teams rich entrepreneurial, marketing management, and consulting experience spans a broad variety of manufacturing, service, software, and distribution industries, providing an abundance of real-world, global perspectives.

Contents:

Section One: The Role of Marketing in Developing Successful Business Strategies

Chapter 1 The Marketing Management Process

Chapter 2 The Marketing Implications of Corporate and Business Strategies

Section Two: Market Opportunity Analysis

Chapter 3 Understanding Market Opportunities

Chapter 4 Understanding Consumer Buying Behavior

Chapter 5 Understanding Organizational Markets and Buying Behavior

Chapter 6 Measuring Market Opportunities: Forecasting and Market Knowledge

Chapter 7 Targeting Attractive Market Segments

Chapter 8 Differentiation and Brand Positioning Section Three: Developing Strategic Marketing Programs

Chapter 9 Business Strategies: A Foundation for Marketing Program Decisions

Chapter 10 Product Decisions

Chapter 11 Pricing Decisions

Chapter 12 Distribution Channel Decisions

Chapter 13 Integrated Promotion Decisions

Section Four: Strategic Marketing Programs for Selected Situations

Chapter 14 Marketing Strategies for the New Economy

Chapter 15 Strategies for New and Growing Markets

Chapter 16 Strategic for Mature and Declining Markets

Section Five: Implementing and Controlling Marketing Programs

Chapter 17 Organizing and Planning for Effective Implementation

Chapter 18 Measuring and Delivering Marketing Performance

About the Author: John Mullins, Orville C. Walker, Harper W. Boyd

John Mullins, London Business School

Orville C. Walker, University of Minnesota-minneapolis University

Harper W. Boyd, Jr. (Deceased)

Details

Book: Marketing Management
Author:
ISBN-13: 9781259097201
Product Code 9781259097201
Binding: Paper Back
Publishing Date: 2013-07-01
Publisher: Mcgraw Hill Education
Number of Pages: 576
Language: English

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