Marketing Management: A Strategic Decision-making Approach

By John Mullins, Orville C. Walker, Jr. Harper W Boyd
ISBN: 0073381160
EAN: 9780073381169
PUBLISHER: Mcgraw Hill Higher Education
PUBLISHED IN: United States, 01 March 2009
EDITION: Paperback, 576 Pages, 7th Revised Edition Edition

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.