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Marketing management : a strategic decision-making approach / John W. Mullins and Orville C. Walker

By: Mullins, John W [author]Contributor(s): Walker, Orville Jr. C [co-author]Material type: Text

TextPublication details: New York : McGraw-Hill, c2013Edition: Eighth EditionDescription: xxi, 547 pages : illustrations ; 26 cmISBN: 9780071326377Subject(s): MARKETING MANAGEMENTLOC classification: HF 5415.13 .M85 2013

Contents:

Section 1. The role of marketing in developing successful business strategies -- Section 2. Market opportunity analysis -- Section 3. Developing strategic marketing programs -- Section 4. Strategic marketing programs for selected situations -- Section 5. Implementing and controlling marketing programs

Summary: 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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Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Books	LRC - Annex II	National University - Manila	Gen. Ed. - CBA	General Circulation	GC HF 5415.13 .M85 2013 (Browse shelf (Opens below))	c.1	Available		NULIB000008754

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Previous	GC HF 5415.13 .I33 2012 c.2 Marketing management /	GC HF 5415.13 .M37 2012 Marketing management : an Asian perspective /	GC HF 5415.13 .M69 2013 Strategic marketing management /	GC HF 5415.13 .M85 2013 Marketing management : a strategic decision-making approach /	GC HF 5415.13 .P47 2010 Basic marketing : a marketing strategy planning approach /	GC HF 5415.13 .P48 2013 Marketing management : knowledge and skills /	GC HF 5415.13 P387 2000 Marketing management : knowledge and skills /	Next

Includes index.

Section 1. The role of marketing in developing successful business strategies --
Section 2. Market opportunity analysis --
Section 3. Developing strategic marketing programs --
Section 4. Strategic marketing programs for selected situations --
Section 5. Implementing and controlling marketing programs

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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