Marketing Management: A Strategic Decision-Making Approach - Brossura

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

Brossura

ISBN 10: 0071101098 ISBN 13: 9780071101097

Casa editrice: McGraw-Hill Education, 2006

Riassunto

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.

Su questo libro

L'autore:

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.

Contenuti:

1 The Marketing Management Process
2 The Marketing Implications of Corporate and Business Strategies
3 Understanding Market Opportunities
4 Understanding Consumer Buying Behavior
5 Understanding Organizational Markets and Buying Behavior
6 Measuring Market Opportunities: Forecasting and Marketing Knowledge
7 Targeting Attractive Market Segments
8 Differentiation and Positioning
9 Business Strategies: A Foundation for Marketing Program Decisions
10 Product Decisions
11 Pricing Decisions
12 Distribution Channel Decisions
13 Integrated Promotion Decisions
14 Marketing Strategies for the New Economy
15 Strategies for the New and Growing Markets
16 Strategic Choices for Mature and Declining Markets
17 Organizing and Planning for Effective Implementation
18 Measuring and Delivering Marketing Performance

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2006
• ISBN 10: 0071101098
• ISBN 13: 9780071101097
• Rilegatura: Copertina flessibile
• Numero edizione: 6
• Numero di pagine: 552