Marketing Management
A Strategic, Decision-making Approach
5th Edition
Published on 1. April 2004
Book
Paperback/Softback
544 pages
978-0-07-286370-3 (ISBN)
Description
"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.
More details
Edition
5th Revised edition
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 254 mm
Width: 205 mm
Thickness: 21 mm
Weight
918 gr
ISBN-13
978-0-07-286370-3 (9780072863703)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
Section 1: The Role of Marketing in Developing Successful Business StrategiesChapter 1 The Marketing Management Process Chapter 2 The Marketing Implications of Corporate and Business StrategiesSection 2: Market Opportunity AnalysisChapter 3 Environmental Analysis: Tools to Identify Attractive MarketsChapter 4 Industry Analysis and Competitive AdvantageChapter 5 Understanding Consumer Buying Behavior Chapter 6 Understanding Organizational Markets and Buying Behavior Chapter 7 Measuring Market Opportunities: Forecasting and Marketing Research Chapter 8 Market Segmentation and Target MarketingChapter 9 Differentiation and Positioning Section 3: Developing Strategic Marketing ProgramsChapter 10 Business Strategies Provide a Foundation for Marketing Program DecisionsChapter 11 Product Decisions Chapter 12 Pricing Decisions Chapter 13 Distribution Channel DecisionsChapter 14 Integrated Promotion Decisions Section 4: Strategic Marketing Programs for Selected SituationsChapter 15 Marketing Strategies for the New EconomyChapter 16 Strategies for the New and Growing MarketsChapter 17 Strategic Choices for Mature and Declining MarketsSection 5: Implementing and Controlling Marketing ProgramsChapter 18 Organizing and Planning for Effective ImplementationChapter 19 Measuring and Delivering Marketing Performance.