Marketing Management: A Strategic Decisionmaking Approach / Edition 6

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Overview

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.
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Product Details

  • ISBN-13: 9780073529820
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 10/28/2006
  • Edition description: REV
  • Edition number: 6
  • Pages: 560
  • Product dimensions: 7.90 (w) x 9.90 (h) x 0.84 (d)

Table of 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 Marketing Knowledge

Chapter 7 Targeting Attractive Market Segments

Chapter 8 Differentiation and 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 the New and Growing Markets

Chapter 16 Strategic Choices 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

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