Marketing management : a strategic, decision-making approach /
John W. Mullins [and others].
- Fifth edition.
- xxiv, 520 pages : illustrations ; 26 cm.
- McGraw-Hill/Irwin series in marketing .
- McGraw-Hill/Irwin series in marketing. .
Includes bibliographical references and index.
The role of marketing in developing successful business strategies -- The marketing management process -- The marketing implications of corporate and business strategies -- 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 market research -- Market segmentation and target marketing -- Differentiation and positioning -- Developing strategic marketing programs -- Business strategies : a foundation for marketing program decisions -- Product decisions -- Pricing decisions -- Distribution channel decisions -- Integrated promotion decisions -- 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 -- Implementing and controlling marketing programs -- Organizing and planning for effective implementation -- Measuring and delivering marketing performance. Sect. 1. 1. 2. Sect. 2. 3. 4. 5. 6. 7. 8. 9. Sect. 3. 10. 11. 12. 13. 14. Sect. 4. 15. 16. 17. Sect. 5. 18. 19.
"Marketing Management, 5/e by Mullins, Walker, Boyd, and Larreche is specifically designed for courses in which decision-focused cases are an important element and/or where student projects, such as the development of a marketing plan, are assigned. The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on description of marketing phenomena than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. This edition continues to be the most current and internet-savvy book available, injecting the latest developments in internet-based communication and distribution technology into every chapter. Also, an entire chapter (Chapter 15) is devoted to the development of marketing strategies for the new economy. ; The author team;s rich entrepreneurial, marketing management, and consulting experience spanning a broad variety of manufacturing, service, software, and distribution industries provides an abundance of real-world, global perspectives."--Publisher description.