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Marketing management : = a strategic decision-making approach /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Marketing management :/ John W. Mullins, Orville C. Walker Jr., Harper W. Boyd Jr.
Reminder of title:	a strategic decision-making approach /
Author:	Mullins, John W.
other author:	Walker, Orville C.
Published:	New York :McGraw-Hill, : c2008.,
Description:	xxii, 533 p. :ill. ;26 cm.
Notes:	Previous ed. entered under title.
Series:	McGraw-Hill/Irwin series in marketing
[NT 15003449]:	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.
Subject:	Marketing - Management. -
Online resource:	http://www.loc.gov/catdir/toc/ecip0617/2006022082.htmlhttp://www.loc.gov/catdir/toc/ecip0617/2006022082.html
Online resource:	http://www.loc.gov/catdir/enhancements/fy0668/2006022082-d.htmlhttp://www.loc.gov/catdir/enhancements/fy0668/2006022082-d.html
ISBN:	0071101098 (pbk.)

Marketing management : = a strategic decision-making approach /
Mullins, John W.

Marketing management :a strategic decision-making approach /John W. Mullins, Orville C. Walker Jr., Harper W. Boyd Jr. - 6th ed. - New York :McGraw-Hill,c2008. - xxii, 533 p. :ill. ;26 cm. - McGraw-Hill/Irwin series in marketing.

Previous ed. entered under title.

Includes bibliographical references and index.

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.

ISBN: 0071101098 (pbk.)

LCCN: 2006022082Subjects--Topical Terms:

559161
Marketing
--Management.

LC Class. No.: HF5415.13 / .M352324 2008

Dewey Class. No.: 658.8/1

Marketing management : = a strategic decision-making approach /
LDR:02561cam a2200325 a 45 001 785996
003 OCoLC
005 20090615
008 090615s2008 nyua b 001 0 eng
010 $a 2006022082
020 $a 0071101098 (pbk.)
020 $a 0073529826 (alk. paper)
020 $a 9780071101097 (pbk.)
020 $a 9780073529820 (alk. paper)
035 $a (OCoLC)70335057
035 $a 林穎青97
040 $a DLC $c DLC $d BAKER $d C#P $d YDXCP $d YDX $d UKM $d BTCTA $d COO $d XOR $d OCLCG $d NDHUL
042 $a pcc
049 $a NDHA
050 0 0 $a HF5415.13 $b .M352324 2008
082 0 0 $a 658.8/1 $2 22
100 $a Mullins, John W. $q (John Walker) $3 930715
245 1 0 $a Marketing management : $b a strategic decision-making approach / $c John W. Mullins, Orville C. Walker Jr., Harper W. Boyd Jr.
250 $a 6th ed.
260 $a New York : $c c2008. $b McGraw-Hill,
300 $a xxii, 533 p. : $b ill. ; $c 26 cm.
440 0 $a McGraw-Hill/Irwin series in marketing
500 $a Previous ed. entered under title.
504 $a Includes bibliographical references and index.
505 0 $a 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.
650 $a Marketing $x Management. $3 559161
700 $a Walker, Orville C. $3 655324
856 4 1 $3 Table of contents only $u http://www.loc.gov/catdir/toc/ecip0617/2006022082.html $z http://www.loc.gov/catdir/toc/ecip0617/2006022082.html
856 4 2 $3 Publisher description $u http://www.loc.gov/catdir/enhancements/fy0668/2006022082-d.html $z http://www.loc.gov/catdir/enhancements/fy0668/2006022082-d.html