| 紀錄類型: |
書目-語言資料,印刷品
: Monograph/item
|
| 正題名/作者: |
Marketing management :/ John W. Mullins, Orville C. Walker Jr., Harper W. Boyd Jr. |
| 其他題名: |
a strategic decision-making approach / |
| 作者: |
Mullins, John W. |
| 其他作者: |
Walker, Orville C. |
| 出版者: |
New York :McGraw-Hill, : c2008., |
| 面頁冊數: |
xxii, 533 p. :ill. ;26 cm. |
| 附註: |
Previous ed. entered under title. |
| 叢書名: |
McGraw-Hill/Irwin series in marketing |
| 內容註: |
Section 1. The role of marketing in developing successful business strategies -- ch. 1. The marketing management process -- ch. 2. The marketing implications of corporate and business strategies -- Section 2. Market opportunity analysis -- ch. 3. Understanding market opportunities -- ch. 4. Understanding consumer buying behavior -- ch. 5. Understanding organizational markets and buying behavior -- ch. 6. Measuring market opportunities : forecasting and marketing knowledge -- ch. 7. Targeting attractive market segments -- ch. 8. Differentiation and positioning -- Section 3. Developing strategic marketing programs -- ch. 9. Business strategies : a foundation for marketing program decisions -- ch. 10. Product decisions -- ch. 11. Pricing decisions -- ch. 12. Distribution channel decisions -- ch. 13. Integrated promotion decisions -- Section 4. Strategic marketing programs for selected situations -- ch. 14. Marketing strategies for the new economy -- ch. 15 Strategies for the new and growing markets -- ch. 16. Strategic choices for mature and declining markets -- Section 5. Implementing and controlling marketing programs -- ch. 17. Organizing and planning for effective implementation -- ch. 18. Measuring and delivering marketing performance. |
| 標題: |
Marketing - Management. - |
| 電子資源: |
http://www.loc.gov/catdir/toc/ecip0617/2006022082.htmlhttp://www.loc.gov/catdir/toc/ecip0617/2006022082.html |
| 電子資源: |
http://www.loc.gov/catdir/enhancements/fy0668/2006022082-d.htmlhttp://www.loc.gov/catdir/enhancements/fy0668/2006022082-d.html |
| ISBN: |
0071101098 (pbk.) |