Marketing Management: A Strategic Decision-Making Approach

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9780071326377: Marketing Management: A Strategic Decision-Making Approach

The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small.

Drawing on its authors' wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions – both good and not-so-good – from around the world in companies ranging from entrepreneurial start-ups to multi-national giants.

This 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.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

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. Orville C. Walker, Jr. Orville C. Walker, Jr. is Professor Emeritus in the University of Minnesota's Carlson School of Management, where he served until recently as the James D. Watkins Professor of Marketing and Director of the PhD Program. He holds a Master's degree in social psychology from the Ohio State University and a PhD in marketing from the University of Wisconsin-Madison. Orville is the co-author of three books and has published more than 50 research articles in scholarly and business journals. He has won several awards for his research, including the O'Dell award from the Journal of Marketing Research, the Maynard award from the Journal of Marketing, and a lifetime achievement award from the Sales Management Interest Group of the American Marketing Association. Orville has been a consultant to a number of business firms and not-for-profit organisations, and he has taught in executive development programs around the world, including programs in Poland, Switzerland, Scotland and Hong Kong. Perhaps his biggest business challenge, however, is attempting to turn a profit as the owner-manager of a small vineyard in western Wisconsin.

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John Mullins, Orville C Walker
Editore: McGraw-Hill Education 2012-05-01, New York (2012)
ISBN 10: 0071326375 ISBN 13: 9780071326377
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Descrizione libro McGraw-Hill Education 2012-05-01, New York, 2012. paperback. Condizione libro: New. Codice libro della libreria 9780071326377

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Descrizione libro Condizione libro: New. Publisher/Verlag: McGraw-Hill Higher Education | A Strategic Decision-Making Approach. International Edition | The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small.Drawing on its authors' wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions - both good and not-so-good - from around the world in companies ranging from entrepreneurial start-ups to multi-national giants.This 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. | Section 1: The Role of Marketing in Developing Successful Business StrategiesChapter 1: The Marketing Management ProcessChapter 2: The Marketing Implications of Corporate and Business StrategiesSection 2: Market Opportunity AnalysisChapter 3: Understanding Market OpportunitiesChapter 4: Understanding Consumer Buying BehaviorChapter 5: Understanding Organizational Markets and Buying BehaviorChapter 6: Measuring Market Opportunities: Forecasting and Market KnowledgeChapter 7: Targeting Attractive Market SegmentsChapter 8: Differentiation and Brand PositioningSection 3: Developing Strategic Marketing ProgramsChapter 9: Business Strategies: A Foundation for Marketing Program DecisionsChapter 10: Product DecisionsChapter 11: Pricing DecisionsChapter 12: Distribution Channel DecisionsChapter 13: Integrated Promotion DecisionsSection 4: Strategic Marketing Programs for Selected SituationsChapter 14: Marketing Strategies for a Digitally Networked WorldChapter 15: Strategies for New and Growing MarketsChapter 16: Strategies for Mature and Declining MarketsSection 5: Implementing and Controlling Marketing ProgramsChapter 17: Organizing and Planning for Effective ImplementationChapter 18: Measuring and Delivering Marketing PerformanceIndex | Format: Paperback | Language/Sprache: english | 992 gr | 255x201x19 mm | 576 pp. Codice libro della libreria K9780071326377

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Descrizione libro McGraw Hill Higher Education, U.S.A. Soft cover. Condizione libro: New. book Condition: Brand New. International Edition. Softcover. This is a Brand New High-Quality Textbook. Different ISBN and cover image with US edition.Fast shipping and ship within 48hours by UPS/DHL global express service to any US destination within 3-5 business days. We do not ship to Po Box, APO and FPO address. Some book may show some sales disclaimer word such as "Not for Sale or Restricted in US" on the cover page. Some international textbooks may come with different exercises or cases or chapters compare to US edition. Codice libro della libreria 004231

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Descrizione libro McGraw-Hill Companies, The. Condizione libro: Brand New. Softcover, International Edition. This is an International Edition. Codice libro della libreria 35101576A

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Descrizione libro Condizione libro: New. New. International edition. Different ISBN and Cover image but contents are same as US edition. Perfect condition. Customer satisfaction our priority. Codice libro della libreria ABE-BOOK-13599

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Descrizione libro McGraw-Hill Education. Soft cover. Condizione libro: New. International Edition. New, International Edition , 8TH Edition . Premium quality books. Ship via FedEx, UPS, DHL. Delivery time is 3-5 biz days. Codice libro della libreria 0071326375

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Descrizione libro McGraw Hill Higher Education, 2012. Paperback. Condizione libro: New. book. Codice libro della libreria 0071326375

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Descrizione libro McGraw-Hill Education - Europe, United States, 2012. Paperback. Condizione libro: New. 8th International edition. Language: English . Brand New Book. The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small. Drawing on its authors wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions -- both good and not-so-good -- from around the world in companies ranging from entrepreneurial start-ups to multi-national giants. This 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. Codice libro della libreria LIB9780071326377

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John W. Mullins, Orville C. Walker
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ISBN 10: 0071326375 ISBN 13: 9780071326377
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Descrizione libro McGraw-Hill Education - Europe, United States, 2012. Paperback. Condizione libro: New. 8th International edition. Language: English . Brand New Book. The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small. Drawing on its authors wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions -- both good and not-so-good -- from around the world in companies ranging from entrepreneurial start-ups to multi-national giants. This 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. Codice libro della libreria LIB9780071326377

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Mullins, John; Walker, Orville C.; Boyd, Harper W.
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ISBN 10: 0071326375 ISBN 13: 9780071326377
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Descrizione libro Mcgraw-Hill Publ.Comp., 2013. Condizione libro: New. *** Nota: EL COSTE DE ENVÍO A CANARIAS ES 8 euros. Si ha realizado un pedido con destino a CANARIAS no podemos hacer el envío con un coste de 3,5 euros . Nos pondremos en contacto con usted para comunicar el coste total del envío a Canarias y si está de acuerdo, Abebooks le efectuará el cargo adicional. Codice libro della libreria 7566106

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