Marketing Management: A Strategic, Decision-making Approach
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. 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. Also, an entire chapter (Chapter 15) is devoted to the development of marketing strategies for the new economy. 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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The Marketing Management
What Does Effective Marketing Practice Look
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activities advertising analysis attractive attributes benefits brand Burr Ridge business units Business Week buyers buying center changes channel Chapter competencies competitive advantage competitive strategy competitors Conjoint Analysis consumers corporate costs cruise customer service demand demographic differentiated distribution economic effective ethical evaluate example Exhibit factors firm's firms focus forecast functional global growth Harvard Business Harvard Business School important increase industry innovative Internet investment involved Journal of Marketing Key Observation major manufacturers market segments market share marketing decision marketing managers marketing research marketing strategies objectives offerings organizational organizations percent performance position potential customers product development product line product or service product-market entries profitability promotion quantitative research relative retailers Ryanair salesforce selling Source success sumers suppliers sustainable competitive advantage target market tomers trends typically users Wal-Mart Wall Street Journal