Marketing Management
A Strategic Decision-making Approach
6th Edition
Published on 17. October 2006
Book
Hardback
560 pages
978-0-07-352982-0 (ISBN)
Description
"Marketing Management: A Strategic Decision-Making Approach 6th Edition" concentrates on strategic decision making. This approach sets Mullins apart from other texts which place greater emphasis on description of marketing phenomena rather than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. This 6th 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 spans a broad variety of manufacturing, service, software, and distribution industries. It provides an abundance of real-world, global perspectives.
More details
Edition
6th edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 251 mm
Width: 200 mm
Thickness: 21 mm
Weight
941 gr
ISBN-13
978-0-07-352982-0 (9780073529820)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
02/2009
7th Edition
McGraw Hill Higher Education
€193.11
Article is exhausted; no reprint
Content
Section 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 Section 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 Section 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 Section 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 Section Five: Implementing and Controlling Marketing Programs Chapter 17 Organizing and Planning for Effective Implementation Chapter 18 Measuring and Delivering Marketing Performance