01495pamaa2200217 4500 0000047205 20140428090000.0 100609 eng 9780071267762 (pbk.) HF5415.13 MUL 2010 Mullins Marketing management : a strategic decision-making approach John W. Mullins, Orville C. Walker Jr.. 7th ed. Boston: McGraw-Hill Irwin, 2010. xxi, 551 p.: ill.; 26 cm. FOBCAL Includes bibliographical references and index 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 Marketing -- Management Walker, Orville C. www.mhhe.com