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Marketing management : a strategic, decision-making approach / John W. Mullins ... [et al.]

By: Mullins, John W. (John Walker).
Material type: materialTypeLabelBookSeries: McGraw-Hill/Irwin series in marketing: Publisher: Boston : McGraw-Hill, Irwin, c2005Edition: 5th ed.Description: xxiv, 520 p. : ill., 1 map ; 26 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0072863706 (alk. paper); 9780071111690 (paperback); 0071111697 (International ed.).Uniform titles: Marketing management : a strategic, decision-making approach. Subject(s): Marketing -- ManagementDDC classification: 658.8 | 658.8 MAR
Contents:
Section One: The role of marketing in developing successful business strategies -- The marketing management process -- The marketing implications of corporate and business strategies -- Section Two: Market opportunity analysis -- Environmental analysis: Tools to identify attractive markets -- Industry analysis and competitive advantage -- Understanding consumer buying behavior -- Understanding organizational markets and buying behavior -- Measuring market opportunities: Forecasting and marketing research -- Market segmentation and target marketing -- Differentiation and positioning -- Section Three: Developing strategic marketing programs -- Business strategies: A foundation for marketing program decisions -- Product decisions -- Pricing decisions -- Distribution channel decisions -- Integrated promotion decisions -- Section Four: Strategic marketing programs for selected situations -- Marketing strategies for the new economy -- Strategies for new and growing markets -- Strategic choices for mature and declining markets -- Section Five: Implementing and controlling marketing programs -- Organizing and planning for effective implementation -- Measuring and delivering marketing performance.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00156249
General lending MTU Kerry North Campus Library First Floor Main 658.8 MAR (Browse shelf(Opens below)) Available 38888000952139
Total holds: 0

Rev. ed. of: Marketing management : a strategic, decision-making approach / Harper W. Boyd, Jr. ... [et al.]

Includes bibliographical references and index.

Section One: The role of marketing in developing successful business strategies -- The marketing management process -- The marketing implications of corporate and business strategies -- Section Two: Market opportunity analysis -- Environmental analysis: Tools to identify attractive markets -- Industry analysis and competitive advantage -- Understanding consumer buying behavior -- Understanding organizational markets and buying behavior -- Measuring market opportunities: Forecasting and marketing research -- Market segmentation and target marketing -- Differentiation and positioning -- Section Three: Developing strategic marketing programs -- Business strategies: A foundation for marketing program decisions -- Product decisions -- Pricing decisions -- Distribution channel decisions -- Integrated promotion decisions -- Section Four: Strategic marketing programs for selected situations -- Marketing strategies for the new economy -- Strategies for new and growing markets -- Strategic choices for mature and declining markets -- Section Five: Implementing and controlling marketing programs -- Organizing and planning for effective implementation -- Measuring and delivering marketing performance.

Table of contents provided by Syndetics

  • Part 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
  • Part 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
  • Part 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
  • Part 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
  • Part 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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