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Marketing management : a strategic decision-making approach

Mullins, John W.

Marketing management : a strategic decision-making approach / John W. Mullins & Orville C. Walker, Jr. - 8th ed. - New York : McGraw Hill Publications, 2013 - 547 p.

1. The role of marketing in developing successful business strategies
2. Market opportunity analysis
3. Developing strategic marketing programs
4. Strategic marketing programs for selected situations
5. Implementing and controlling marketing programs

ISBN: 9780078028793 (pbk)

Subjects--Topical Terms:
Technology--Marketing--Management

Dewey Class. No.: 658.8 / M9177

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Marketing management : a strategic decision-making approach