Marketing management : a strategic decision-making approach
著者
書誌事項
Marketing management : a strategic decision-making approach
（McGraw-Hill international editions）（International student edition）（McGraw-Hill higher education）
McGraw-Hill/Irwin, c2008
6th ed
- : pbk
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注記
"This international student edition is for use outside of the U.S."--cover
Includes bibliographical references and index
内容説明・目次
内容説明
Marketing Management: A Strategic Decision-Making Approach 6th Edition concentrates on strategic decision making. This approach sets Mullins apart from other texts which place greater emphasis on description of marketing phenomena rather than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. The author team's rich entrepreneurial, marketing management, and consulting experience spans a broad variety of manufacturing, service, software, and distribution industries provides an abundance of real-world, global perspectives.
目次
1 The Marketing Management Process 2 The Marketing Implications of Corporate and Business Strategies 3 Understanding Market Opportunities 4 Understanding Consumer Buying Behavior 5 Understanding Organizational Markets and Buying Behavior 6 Measuring Market Opportunities: Forecasting and Marketing Knowledge 7 Targeting Attractive Market Segments 8 Differentiation and Positioning 9 Business Strategies: A Foundation for Marketing Program Decisions 10 Product Decisions 11 Pricing Decisions 12 Distribution Channel Decisions 13 Integrated Promotion Decisions 14 Marketing Strategies for the New Economy 15 Strategies for the New and Growing Markets 16 Strategic Choices for Mature and Declining Markets 17 Organizing and Planning for Effective Implementation 18 Measuring and Delivering Marketing Performance
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