Mullins, John W. <br/><br/>
Marketing management :  a strategic decision-making approach / 
John W. Mullins, Orville C. Walker Jr. 
 - 7th ed. 
 - Boston :  McGraw-Hill Irwin,  c2010. 
 - xxi, 551 p. :  ill. ;  26 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>The marketing management process -- The marketing implications of corporate and business strategies -- Understanding market opportunities -- Understanding consumer buying behavior -- Understanding organizational markets and buying behavior -- Measuring market opportunities : forecasting and market knowledge -- Targeting attractive market segments -- Differentiation and brand 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 -- Strategies for mature and declining markets -- Organizing and planning for effective implementation -- Measuring and delivering marketing performance. 
<br/><br/><label>ISBN: </label>9780073381169 (alk. paper) 0073381160 (alk. paper) 9780071267762 007126776X 
<br/><br/><label>LCCN: </label>2008055593 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.<br/>Marketing.
<br/><br/><label>LC Class. No.: </label>HF5415.13  / .M35232 2010 
<br/><br/><label>Dewey Class. No.: </label>658.8