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| LEADER |
01495pamaa2200217 4500 |
| 001 |
0000047205 |
| 005 |
20140428090000.0 |
| 008 |
100609 eng |
| 020 |
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|a 9780071267762 (pbk.)
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| 090 |
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|a HF5415.13
|b MUL 2010
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| 100 |
1 |
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|a Mullins
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| 245 |
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|a Marketing management :
|b a strategic decision-making approach
|c John W. Mullins, Orville C. Walker Jr..
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| 250 |
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|a 7th ed.
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| 260 |
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|a Boston:
|b McGraw-Hill Irwin,
|c 2010.
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| 300 |
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|a xxi, 551 p.:
|b ill.;
|c 26 cm.
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| 501 |
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|a FOBCAL
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| 504 |
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|a Includes bibliographical references and index
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| 505 |
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|a The marketing management process -- The marketing implications of corporate and business strategies -- Understanding market opportunities -- Understanding consumer buying behavior -- Understanding organizational markets and buying behavior -- Measuring market opportunities : forecasting and market knowledge -- Targeting attractive market segments -- Differentiation and brand positioning -- Business strategies : a foundation for marketing program decisions -- Product decisions -- Pricing decisions -- Distribution channel decisions -- Integrated promotion decisions -- Marketing strategies for the new economy -- Strategies for new and growing markets -- Strategies for mature and declining markets -- Organizing and planning for effective implementation -- Measuring and delivering marketing performance
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| 650 |
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|a Marketing --
|x Management
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| 700 |
1 |
1 |
|a Walker,
|h Orville C.
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| 901 |
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|u www.mhhe.com
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