Marketing Management: A Strategic Approach with a Global Orientation - Softcover

Boyd, Harper W.; Walker, Orville C.

Softcover

ISBN 10: 0256226326 ISBN 13: 9780256226324

Publisher: Irwin Professional Publishing, 1997

Synopsis

This text in marketing management includes expanded coverage of global examples and the uses of technology including the Internet, secondary data sources and marketing services. An international case can be found at the end of the book and used with or without the free GAMAR3 software.

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:

Harper W. Boyd Jr., University of Arkansas, Little Rock - Orville C. Walker Jr., University of Minnesota - Jean-Claude Larreche, INSEAD, European Institute of Business Administration

About this edition

• Publisher: Irwin Professional Publishing
• Publication date: 1997
• ISBN 10: 0256226326
• ISBN 13: 9780256226324
• Binding: Paperback
• Edition number: 3
• Number of pages: 576