Marketing management : / John W. Mullins, Orville C. Walker Jr.
Tipo de material:
TextoIdioma: Inglés Detalles de publicación: New York : McGraw Hill Irwin, 2010.Edición: 7 edDescripción: 551 p. : il., grafs., diagrs., ejems., etcISBN: - 9780073381169
- 0073381160
- 658.835 M959 21 ed.
| Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Signatura topográfica | Info Vol | Estado | Fecha de vencimiento | Código de barras | Reserva de ítems | |
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Préstamo externo (6 días)
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Biblioteca Central | Biblioteca Central | General | 658.835 M959 (Navegar estantería(Abre debajo)) | Ej.1 | Disponible | 10101000001034147 | |||
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Préstamo externo (6 días)
|
Biblioteca Central | Biblioteca Central | General | 658.835 M959 (Navegar estantería(Abre debajo)) | Ej.2 | Disponible | 10101000002034148 |
Incluye referencias bibliográficas, índice, etc.
Pte. 1. The role of marketing in developing successfull business strategies ---- Cap. 1. The marketing management process -- 2. The marketing implications of corporate and business strategies -- Pte. 2. Market opportunity analysis -- Cap. 3. Understanding market oppourtunities -- 4. Understanding consumer buying behavior -- 5. Understanding organizational markets and buying behavior -- 6. Measuring market opportunities: Forecasting and market segments -- 8. Differentiation and brand positioning -- Pte. 3. Developing strategic marketing programs -- 9. Business strategies: A foundation for marketing program decisions -- 10. Product decisions -- 11. Pricing decisions -- 12. Distribution channel decisions -- 13. Integrated promotion decisions -- Pte. 4. Strategic marketing programs for selected situations -- Cap. 14. Marketing strategies for the new economy -- 15. Strategies for new and growing markets -- 16. Strategies for mature and declining markets -- Pte. 5. Implementating and controlling marketing programs -- 17. Organizing and planning for effective implementation -- 18. Measuring and delivering marketing performance.
Traducido de: A strategic decision-making approach
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