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

Published by McGraw-Hill/Irwin, 2001

About this Item

Like new, never been used.

Seller Inventory # D9780072472950

Bibliographic Details

• Title: Marketing Management: A Strategic, Decision-Making Approach (w/GAMAR Software)
• Publisher: McGraw-Hill/Irwin
• Publication Date: 2001
• Language: English
• ISBN 10: 0072472952
• ISBN 13: 9780072472950
• Binding: Soft cover
• Edition: 4th Edition
• Condition: As New
• Dimensions: 2.29W x 20.32H x 25.15D centimeters 2.29 centimeters width by 20.32 centimeters height by 25.15 centimeters depth
• Weight: 1095 grams

About this title

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 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.