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Marketing Management: A Strategic Decision-Making Approach

8th Edition

0071326375 · 9780071326377

By John Mullins, Orville C. Walker

The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its rea… Read More

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Colour, print bound version of the complete text

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: Understanding Market Opportunities

Chapter 4: Understanding Consumer Buying Behavior

Chapter 5: Understanding Organizational Markets and Buying Behavior

Chapter 6: Measuring Market Opportunities: Forecasting and Market Knowledge

Chapter 7: Targeting Attractive Market Segments

Chapter 8: Differentiation and Brand Positioning

Section 3: Developing Strategic Marketing Programs

Chapter 9: Business Strategies: A Foundation for Marketing Program Decisions

Chapter 10: Product Decisions

Chapter 11: Pricing Decisions

Chapter 12: Distribution Channel Decisions

Chapter 13: Integrated Promotion Decisions

Section 4: Strategic Marketing Programs for Selected Situations

Chapter 14: Marketing Strategies for a Digitally Networked World

Chapter 15: Strategies for New and Growing Markets

Chapter 16: Strategies for Mature and Declining Markets

Section 5: Implementing and Controlling Marketing Programs

Chapter 17: Organizing and Planning for Effective Implementation

Chapter 18: Measuring and Delivering Marketing Performance

Index

The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small.

Drawing on its authors' wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions – both good and not-so-good – from around the world in companies ranging from entrepreneurial start-ups to multi-national giants.

This edition continues to be the most current and internet-savvy book available, injecting the latest developments in internet-based communication and distribution technology into every chapter.

New! Updated Chapter 14 As reflected in the new chapter title, Marketing Strategies for a Digitally Networked World, Chapter 14 has been thoroughly updated with a new focus on the nature of the digitally networked world in which we live and work, replacing the previous discussion of Internet marketing tools, which are well understood by todays web-savvy readers. A new case vignette opens the chapter with a look at the burgeoning array of opportunities in the market for apps. In addition, throughout the chapter, dozens of new examples address the social networking phenomenon, mobile and location-based advertising, and other digital-world developments from a variety of perspectives.

New! Three new globally focused case vignettes on marketing Coca-Cola in China (Chapter 1), on the marketing of the Tata Nano, the worlds least expensive automobile (Chapter 13), and on the strategy and global organizational structure that Swedish appliance-maker Electrolux employs (Chapter 17) will provide our readers with new insights into marketing on todays global stage.

New! Updates to Chapter 6 throughout the chapter there are many changes in marketing research and forecasting, and also the growing clout of social networks and other Internet phenomena.

In addition to those major changes every chapter has undergone rigorous scrutiny, with materials refreshed and updated, new examples added, outdated ones removed, and some of the latest empirical evidence incorporated so readers know what works and what does not.

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