Table of contents for Marketing management : a strategic decision-making approach / John W. Mullins, Orville C. Walker, Jr.

Bibliographic record and links to related information available from the Library of Congress catalog

Information from electronic data provided by the publisher. May be incomplete or contain other coding.

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


Library of Congress subject headings for this publication:
Marketing -- Management.