Marketing Management: A Strategic, Decision-Making Approach

John W. Mullins · Orville C. Walker

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Marketing and Advertising Strategies Business Strategies and Innovation Consumer Behavior and Marketing Influence

Abstract

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 Environmental Analysis: Tools to Identify Attractive Markets Chapter 4 Industry Analysis and Competitive Advantage Chapter 5 Understanding Consumer Buying Behavior Chapter 6 Understanding Organizational Markets and Buying Behavior Chapter 7 Measuring Market Opportunities: Forecasting and Marketing Research Chapter 8 Market Segmentation and Target Marketing Chapter 9 Differentiation and Positioning Section 3: Developing Strategic Marketing Programs Chapter 10 Business Strategies Provide a Foundation for Marketing Program Decisions Chapter 11 Product Decisions Chapter 12 Pricing Decisions Chapter 13 Distribution Channel Decisions Chapter 14 Integrated Promotion Decisions Section 4: Strategic Marketing Programs for Selected Situations Chapter 15 Marketing Strategies for the New Economy Chapter 16 Strategies for the New and Growing Markets Chapter 17 Strategic Choices for Mature and Declining Markets Section 5: Implementing and Controlling Marketing Programs Chapter 18 Organizing and Planning for Effective Implementation Chapter 19 Measuring and Delivering Marketing Performance.

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