Marketing Management: A Strategic Decision-making Approach - Softcover

Mullins, John; Walker, Orville C.; Boyd, Harper W.

Softcover

ISBN 10: 0071101098 ISBN 13: 9780071101097

Publisher: McGraw-Hill College, 2006

Synopsis

Concentrates on the strategic and tactical marketing decisions that managers and entrepreneurs must make each day. This work provides many real-world, global perspectives.

About this title

About the Author

John W. Mullins John Mullins is Associate Professor of Management Practice at London Business School, where he heads the entrepreneurship group. He earned his MBA at the Stanford Graduate School of Business and, considerably later in life, his PhD in marketing from the University of Minnesota. An award-winning teacher, John brings to his teaching and research 20 years of executive experience in high-growth firms, including two ventures he founded, one of which he took public. Since becoming a business school professor in 1992, John has published more than 30 articles in a variety of outlets, including Harvard Business Review, the Journal of Product Innovation Management, and the Journal of Business Venturing. His research has won national and international awards from the Marketing Science Institute, the American Marketing Association, and the Richard D. Irwin Foundation. He is also co-author of Marketing Management: A Strategic Decision-Making Approach, 5th edition. His recent trade book, The New Business Road Test: What Entrepreneurs and Executives Should Do Before Writing a Business Plan, is the definitive work on the assessment and shaping of market opportunities.

Edition details

• Publisher: McGraw-Hill College
• Publication date: 2006
• Language: English
• ISBN 10: 0071101098
• ISBN 13: 9780071101097
• Binding: Paperback
• Edition number: 6