Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010149554 | HF5415.13 M84 2008 | Open Access Book | Book | Searching... |
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Summary
Summary
Marketing Management: A Strategic Decision-Making Approach 6th Edition concentrates on strategic decision making. This approach sets Mullins apart from other texts which place greater emphasis on description of marketing phenomena rather than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. This 6th 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. Also, an entire chapter (Chapter 15) is devoted to the development of marketing strategies for the new economy. The author team&'s rich entrepreneurial, marketing management, and consulting experience spans a broad variety of manufacturing, service, software, and distribution industries provides an abundance of real-world, global perspectives.
Table of Contents
| Part 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 |
| Part 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 Marketing Knowledge |
| Chapter 7 Targeting Attractive Market Segments |
| Chapter 8 Differentiation and Positioning |
| Part 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 |
| Part Four Strategic Marketing Programs for Selected Situations |
| Chapter 14 Marketing Strategies for the New Economy |
| Chapter 15 Strategies for the New and Growing Markets |
| Chapter 16 Strategic Choices for Mature and Declining Markets |
| Part Five Implementing and Controlling Marketing Programs |
| Chapter 17 Organizing and Planning for Effective Implementation |
| Chapter 18 Measuring and Delivering Marketing Performance |
