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Marketing Management: Strategic decision making approach/ by John W. Mullins

By:

Mullins, John W [Author]

Material type: Text

TextPublication details: New Delhi Mc Graw Hill Education 2010Edition: IndianDescription: xxi, 551p.: Illistrations: 25cmsSubject(s):

Marketing -- Management

DDC classification:

658.8 MUL

Contents:

Section 1. The role of marketing in developing successful business strategies -- ch. 1. The marketing management process -- ch. 2. The marketing implications of corporate and business strategies -- Section 2. Market opportunity analysis -- ch. 3. Understanding market opportunities -- ch. 4. Understanding consumer buying behavior -- ch. 5. Understanding organizational markets and buying behavior -- ch. 6. Measuring market opportunities : forecasting and marketing knowledge -- ch. 7. Targeting attractive market segments -- ch. 8. Differentiation and positioning -- Section 3. Developing strategic marketing programs -- ch. 9. Business strategies : a foundation for marketing program decisions -- ch. 10. Product decisions -- ch. 11. Pricing decisions -- ch. 12. Distribution channel decisions -- ch. 13. Integrated promotion decisions -- Section 4. Strategic marketing programs for selected situations -- ch. 14. Marketing strategies for the new economy -- ch. 15 Strategies for the new and growing markets -- ch. 16. Strategic choices for mature and declining markets -- Section 5. Implementing and controlling marketing programs -- ch. 17. Organizing and planning for effective implementation -- ch. 18. Measuring and delivering marketing performance.

Summary: Deals with Marketing Management. Concentrating on strategic decision making, this title incorporates developments in internet-based communication and distribution technology into chapters. It includes a chapter devoted to the development of marketing strategies for the economy.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	Indian Institute of Management Visakhapatnam General Stacks	658.8 MUL (Browse shelf(Opens below))	Available		C00372

Section 1. The role of marketing in developing successful business strategies --
ch. 1. The marketing management process --
ch. 2. The marketing implications of corporate and business strategies --
Section 2. Market opportunity analysis --
ch. 3. Understanding market opportunities --
ch. 4. Understanding consumer buying behavior --
ch. 5. Understanding organizational markets and buying behavior --
ch. 6. Measuring market opportunities : forecasting and marketing knowledge --
ch. 7. Targeting attractive market segments --
ch. 8. Differentiation and positioning --
Section 3. Developing strategic marketing programs --
ch. 9. Business strategies : a foundation for marketing program decisions --
ch. 10. Product decisions --
ch. 11. Pricing decisions --
ch. 12. Distribution channel decisions --
ch. 13. Integrated promotion decisions --
Section 4. Strategic marketing programs for selected situations --
ch. 14. Marketing strategies for the new economy --
ch. 15 Strategies for the new and growing markets --
ch. 16. Strategic choices for mature and declining markets --
Section 5. Implementing and controlling marketing programs --
ch. 17. Organizing and planning for effective implementation --
ch. 18. Measuring and delivering marketing performance.

Deals with Marketing Management. Concentrating on strategic decision making, this title incorporates developments in internet-based communication and distribution technology into chapters. It includes a chapter devoted to the development of marketing strategies for the economy.

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