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_a0073381160 _qalk. paper |
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_a9780073381169 _qalk. paper |
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_aHF5415.13 _b.M352324 2010 |
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_a658.8 _222 |
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_aMullins, John W. _q(John Walker) _eauthor. _9504850 |
|
245 | 1 | 0 |
_aMarketing management : _ba strategic decision-making approach / _cJohn W. Mullins, Orville C. Walker Jr. |
250 | _aSeventh edition. | ||
264 | 1 |
_aBoston : _bMcGraw-Hill Irwin, _c[2010] |
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264 | 4 | _c©2010 | |
300 |
_axxi, 551 pages : _billustrations ; _c26 cm |
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336 |
_atext _btxt _2rdacontent |
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337 |
_aunmediated _bn _2rdamedia |
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338 |
_avolume _bnc _2rdacarrier |
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504 | _aIncludes bibliographical references and index. | ||
505 | 0 | 0 |
_gSection 1. _tThe role of marketing in developing successful business strategies -- _g1. _tThe marketing management process -- _g2. _tThe marketing implications of corporate and business strategies -- _gSection 2. _tMarket opportunity analysis -- _g3. _tUnderstanding market opportunities -- _g4. _tUnderstanding consumer buying behavior -- _g5. _tUnderstanding organizational markets and buying behavior -- _g6. _tMeasuring market opportunities: forecasting and market knowledge -- _g7. _tTargeting attractive market segments -- _g8. _tDifferentiation and brand positioning -- _gSection 3. _tDeveloping strategic marketing programs -- _g9. _tBusiness strategies: a foundation for marketing program decisions -- _g10. _tProduct decisions -- _g11. _tPricing decisions -- _g12. _tDistribution channel decisions -- _g13. _tIntegrated promotion decisions -- _gSection 4. _tStrategic marketing programs for selected situations -- _g14. _tMarketing strategies for the new economy -- _g15. _tStrategies for new and growing markets -- _g16. _tStrategies for mature and declining markets -- _gSection 5. _tImplementing and controlling marketing programs -- _g17. _tOrganizing and planning for effective implementation -- _g18. _tMeasuring and delivering marketing performance. |
520 | _a"The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on the 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. The author team's rich entrepreneurial, marketing management, and consulting experience spans a broad variety of manufacturing, service, software, and distribution industries, providing an abundance of real-world, global perspectives."--Publisher's website. | ||
588 | _aMachine converted from AACR2 source record. | ||
650 | 0 |
_aMarketing _xManagement. _9320442 |
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700 | 1 |
_aWalker, Orville C., _eauthor. _91075524 |
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