Marketing Management: A Strategic Decision-Making Approach

Mullins, J.W. amd Walker, O.C.

ISBN 10: 007126776X / ISBN 13: 9780071267762

Published by Mcgraw-Hill Education / Asia, 2010

About this Item

This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1050grams, ISBN:9780071267762.

Seller Inventory # 8499348

Bibliographic Details

• Title: Marketing Management: A Strategic Decision-Making Approach
• Publisher: Mcgraw-Hill Education / Asia
• Publication Date: 2010
• Language: English
• ISBN 10: 007126776X
• ISBN 13: 9780071267762
• Binding: Soft cover
• Condition: Fair
• Weight: 1050 grams
• Seller catalogs:
  • Business

About this title

Synopsis

The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on the description of marketing phenomena than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. 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. The author team's rich entrepreneurial, marketing management, and consulting experience spans a broad variety of manufacturing, service, software, and distribution industries, providing an abundance of real-world, global perspectives.

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.