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Marketing Management: A Strategic, Decision-Making Approach

By John Mullins

Product Image: Marketing Management: A Strategic, Decision-Making Approach

Marketing Management: A Strategic, Decision-Making Approach

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Description
Marketing Management, 5/e by Mullins, Walker, Boyd, and Larreche 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. The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on description of marketing phenomena than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. The author team's rich entrepreneurial, marketing management, and consulting experience spanning a broad variety of manufacturing, service, software, and distribution industries provides an abundance of real-world, global perspectives.
Product details
Binding:
Paperback
Edition:
5
Number of Pages:
640
Release Date:
2004-03-01
Publication Date:
2004-03-16
Publisher:
McGraw-Hill Education - Europe
Languages:
Original: English
ISBN10:
0071111697
ISBN13:
9780071111690
Weight:
925 g
Height:
203 cm
Width:
229 cm
Thickness:
21 cm
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