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AuthorMullins, John W. (John Walker)
TitleMarketing management : a strategic, decision-making approach / John W. Mullins ... [et al.]
Imprint Boston : McGraw-Hill, Irwin, c2010
Edition 7th ed
Descript xxiv, 551 p. : ill., 1 map ; 26 cm


The marketing management process -- The marketing implications of corporate and business strategies -- 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 marketing research -- Market segmentation and target marketing -- Differentiation and positioning -- Business strategies: a foundation for marketing program decisions -- Product decisions -- Pricing decisions -- Distribution channel decisions -- Integrated promotion decisions -- Marketing strategies for the new economy -- Strategies for new and growing markets -- Strategic choices for mature and declining markets -- Organizing and planning for effective implementation -- Measuring and delivering marketing performance

Marketing -- Management

Chula Business School Library658.8 M959M 2010CHECK SHELVES

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