Marketing Management: A Strategic, Decision-Making Approach (w/GAMAR Software)

Boyd, Jr., Harper W; Walker, Orville C; Mullins, John; Larreche, Jean-Claude

ISBN 10: 0072472952 ISBN 13: 9780072472950

Publisher: McGraw-Hill/Irwin, 2001

Synopsis

The text is specifically designed for courses in which decision-focused cases are an important element and/or where student projects, such as the development of a marketing plan, are assigned.

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/Irwin
• Publication date: 2001
• Language: English
• ISBN 10: 0072472952
• ISBN 13: 9780072472950
• Binding: Misc. Supplies
• Edition number: 4
• Number of pages: 576