TY  - BOOK
AU  - Mullins,John W
AU  - Walker,Orville C
TI  - Marketing management :
SN  - 9780073381169
U1  - 658.835 21 ed.
PY  - 2010///
CY  - New York
PB  - McGraw Hill, Irwin
KW  - Administración de Mercadeo
KW  - Marketing
KW  - Management
N1  - 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
UR  - http://mhhe.com/mullins7e
ER  -