Marketing Management: A Strategic Decision-Making Approach / Edition 5

Marketing Management: A Strategic Decision-Making Approach / Edition 5

by John Mullins, Larreche, Harper W. Boyd, Orville C. Walker
     
 

ISBN-10: 0072863706

ISBN-13: 9780072863703

Pub. Date: 02/04/2004

Publisher: McGraw-Hill Companies, The

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

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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:
9780072863703
Publisher:
McGraw-Hill Companies, The
Publication date:
02/04/2004
Series:
The McGraw-Hill/Irwin Series in Marketing
Edition description:
Older Edition
Pages:
544
Product dimensions:
8.10(w) x 10.00(h) x 0.85(d)

Related Subjects

Table of Contents

Sect. 1The role of marketing in developing successful business strategies1
1The marketing management process2
2The marketing implications of corporate and business strategies30
Sect. 2Market opportunity analysis65
3Environmental analysis : tools to identify attractive markets66
4Industry analysis and competitive advantage84
5Understanding consumer buying behavior106
6Understanding organizational markets and buying behavior130
7Measuring market opportunities : forecasting and market research152
8Market segmentation and target marketing180
9Differentiation and positioning200
Sect. 3Developing strategic marketing programs219
10Business strategies : a foundation for marketing program decisions220
11Product decisions242
12Pricing decisions268
13Distribution channel decisions294
14Integrated promotion decisions326
Sect. 4Strategic marketing programs for selected situations353
15Marketing strategies for the new economy354
16Strategies for new and growing markets384
17Strategic choices for mature and declining markets418
Sect. 5Implementing and controlling marketing programs447
18Organizing and planning for effective implementation448
19Measuring and delivering marketing performance474

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