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Mullins, John W.

Marketing management - 7th ed - New Delhi McGraw-Hill 2013 - xxi, 551 p. : ill. ; 26 cm.

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 -- Strategie...

ISBN: 125909720X

Subjects--Topical Terms:
Marketing management

Dewey Class. No.: 658.8 MUL-M