Marketing Management: A Strategic Decision-Making Approach - Softcover

Mullins, John; Walker, Orville; Boyd, Jr., Harper

Softcover

ISBN 10: 0071101098 ISBN 13: 9780071101097

Publisher: McGraw-Hill Education, 2006

Synopsis

Marketing Management: A Strategic Decision-Making Approach 6th Edition concentrates on strategic decision making. This approach sets Mullins apart from other texts which place greater emphasis on description of marketing phenomena rather 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 spans a broad variety of manufacturing, service, software, and distribution industries provides an abundance of real-world, global perspectives.

About this title

From the Publisher:

Decision focus: The new subtitle - A Strategic Decision Making Approach' more accurately describes the book's focus on building students' decision-making skills. An introductory vignette for a real company facing a real decision, together with an introductory "Marketing Challenges Addressed in Chapter x" section, identifies the decisions addressed in each chapter's material. "Key Decisions" and "Key Observations" are highlighted in the margins throughout each chapter to call attention to these issues.
New Chapter on E-Commerce! Chapter 16 develops a framework for marketers to use in determining which new-economy technologies are right for their company, whether it operates principally in the old or new economy.
Chapter 'Take Aways' replace the chapter summaries. These are intended to hammer home the key learning points and analytical frameworks developed in each chapter.
A new Glossary of Terms appears at the end of the book.
Ethical Perspectives boxes in each chapter integrate ethical considerations in marketing decision-making with the analytical frameworks developed in each chapter.
WWW icons in the margins call out text material which is focused on the Internet or other new-economy technologies. Many of these icons drive students to the book's or the company's website for current information on examples used in the text.
Global icons appear in the margin to identify the book's many global examples.
GAMAR, the international market simulation software developed at INSEAD, is packaged with all books. The updated Calgolia case and the simulation provide students with the opportunity to "run" a simulated global Silicon Valley based company and see how successful they are in making marketing decisions.
The strategic focus for which the book has been known is retained.
Better balanced coverage of consumer and industrial products, goods and services, large companies and entrepreneurial ones, as well as non-profits.
Enhanced coverage of global examples.
Updated and extended coverage of the uses of technology including the Internet, mobile telephony, and other technology-based marketing software and tools.
Ethics sections in chapters are integrated throughout the chapter rather than tacked on.
Business Week Edition available on the book's website.
Cross-functional perspectives are integrated throughout what every strategic manager needs to know to contribute to marketing decision-making.

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.

About this edition

• Publisher: McGraw-Hill Education
• Publication date: 2006
• ISBN 10: 0071101098
• ISBN 13: 9780071101097
• Binding: Paperback
• Edition number: 6
• Number of pages: 552