Marketing Management: A Strategic Decision-Making Approach

Paperback | January 31, 2012

byJohn Mullins, Orville Walker

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The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small.

Drawing on its authors&#39 wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions &#8211 both good and not-so-good &#8211 from around the world in companies ranging from entrepreneurial start-ups to multi-national giants.

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.

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From the Publisher

The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firm...

Format:PaperbackDimensions:10.8 × 7.9 × 0.9 inPublished:January 31, 2012Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0078028795

ISBN - 13:9780078028793

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Table of Contents

Section 1: 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 2: 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 Market Knowledge

Chapter 7: Targeting Attractive Market Segments

Chapter 8: Differentiation and Brand Positioning

Section 3: 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 4: Strategic Marketing Programs for Selected Situations

Chapter 14: Marketing Strategies for a Digitally Networked World

Chapter 15: Strategies for New and Growing Markets

Chapter 16: Strategies for Mature and Declining Markets

Section 5: Implementing and Controlling Marketing Programs

Chapter 17: Organizing and Planning for Effective Implementation

Chapter 18: Measuring and Delivering Marketing Performance

Index