Marketing Management: A Strategic Decision-Making Approach / Edition 7

Marketing Management: A Strategic Decision-Making Approach / Edition 7

by John Mullins, Orville Walker, Jr., Har Boyd Harper
     
 

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ISBN-10: 0073381160

ISBN-13: 9780073381169

Pub. Date: 02/20/2009

Publisher: McGraw-Hill Higher Education

The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large

Overview

The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small.

Drawing on its authors' wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions – both good and not-so-good – from around the world in companies ranging from entrepreneurial start-ups to multi-national giants.

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.

Product Details

ISBN-13:
9780073381169
Publisher:
McGraw-Hill Higher Education
Publication date:
02/20/2009
Edition description:
Older Edition
Pages:
576
Product dimensions:
7.80(w) x 9.90(h) x 1.00(d)

Related Subjects

Table of Contents

Section 1: 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 2: 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 3: 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 4: Strategic Marketing Programs for Selected Situations


Chapter 14: Marketing Strategies for a Digitally Networked World


Chapter 15: Strategies for New and Growing Markets


Chapter 16: Strategies for Mature and Declining Markets


Section 5: Implementing and Controlling Marketing Programs


Chapter 17: Organizing and Planning for Effective Implementation


Chapter 18: Measuring and Delivering Marketing Performance


Index

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