Mullins, John W <br/><br/>
Marketing management : / 
John W. Mullins, Orville C. Walker Jr. 
 - 7 ed. 
 - New York :  McGraw Hill  Irwin,  2010. 
 - 551 p. :  il., grafs., diagrs., ejems., etc. 
<br/><br/>Incluye referencias bibliográficas, índice, etc. 
<br/><br/> The role of marketing in developing successfull business strategies ----  The marketing management process --  The marketing implications of corporate and business strategies --  Market opportunity analysis --  Understanding market oppourtunities --  Understanding consumer buying behavior --  Understanding organizational markets and buying behavior --  Measuring market opportunities: Forecasting and market segments --  Differentiation and brand positioning --  Developing strategic marketing programs --  Business strategies: A foundation for marketing program decisions --  Product decisions --  Pricing decisions --  Distribution channel decisions --  Integrated promotion decisions --  Strategic marketing programs for selected situations --  Marketing strategies for the new economy --  Strategies for new and growing markets --  Strategies for mature and declining markets --  Implementating and controlling marketing programs --  Organizing and planning for effective implementation --  Measuring and delivering marketing performance.  Pte.  1.  Cap.  1.  2.  Pte.  2.  Cap.  3.  4.  5.  6.  8.  Pte.  3.  9.  10.  11.  12.  13.  Pte.  4.  Cap.  14.  15.  16.  Pte.  5.  17.  18. 
<br/><br/>
<br/><br/><br/>Disponible en la Colección General. 
<br/><br/><label>ISBN: </label>9780073381169  (pasta blanda) 0073381160  (pasta blanda) 
<br/><br/><label>Subjects--Uniform Titles: </label><br/>Administración de Mercadeo
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management
<br/><br/><label>Dewey Class. No.: </label>658.835  / M959