Marketing Management: A Strategic Decision-Making Approach 8th Edition

Complete eTextbook Content:
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

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Name: Marketing Management: A Strategic Decision-Making Approach 8th Edition
Author: John Mullins, Orville Walker
Edition: 8
ISBN-10: 0078028795
ISBN-13: 978-0078028793
Type: eTextbook

This is a eBook for the acutal textbook of Marketing Management: A Strategic Decision-Making Approach 8th Edition, by John Mullins, Orville Walker.

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It saves to your hard-drive and can be burned to CD-ROM. All pages are printable.

It is exactly same as the actual hardbook. And it is Color Version.

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1) A COMPLETE eBook 570 Pages), with all single page and Chapters, Color Version. Same as the original textbook. Comes with PDF file format. Can be read by Adobe Reader.

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