000			01807nam a2200253Ia 4500
003			NULRC
005			20250520100653.0
008			250520s9999 xx 000 0 und d
020			_a9780071326377
040			_cNULRC
050			_aHF 5415.13 .M85 2013
100			_aMullins, John W. _eauthor
245		0	_aMarketing management : _ba strategic decision-making approach / _cJohn W. Mullins and Orville C. Walker
250			_aEighth Edition.
260			_aNew York : _bMcGraw Hill Education, _cc2013
300			_axxi, 547 pages : _billustrations ; _c26 cm.
365			_bPHP1992
504			_aIncludes index.
505			_aSection 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
520			_aMarketing 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.
650			_aMARKETING MANAGEMENT
700			_aWalker, Orville Jr. C. _eco-author
942			_2lcc _cBK
999			_c10995 _d10995