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. This 6th 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. Also, an entire chapter (Chapter 15) is devoted to the development of marketing strategies for the new economy. 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.
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 this title" may belong to another edition of this title.
