"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.
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Book Description McGraw Hill Higher Education, 2004. Paperback. Book Condition: New. book. Bookseller Inventory # M0071111697
Book Description The McGraw-Hill Company. Book Condition: New. pp. 640. Bookseller Inventory # 5775589
Book Description McGraw Hill Higher Education. Soft cover. Book Condition: New. New, International Edition, 5th Edition . Bookseller Inventory # 0071111697