Marketing Management : A Strategic Decision-Making Approach

Marketing Management : A Strategic Decision-Making Approach

by John Mullins, Orville C. Walker, Harper W. Boyd
     
 

The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on the description of marketing phenomena than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. This edition continues to be the most current and Internet-savvy book available, injecting the

Overview

The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on the description of marketing phenomena than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. 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. The author team’s rich entrepreneurial, marketing management, and consulting experience spans a broad variety of manufacturing, service, software, and distribution industries, providing an abundance of real-world, global perspectives.

Product Details

ISBN-13:
9780071101097
Publisher:
McGraw-Hill College
Publication date:
10/17/2006

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