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Marketing management

a strategic decision-making approach
Author: Search for this author Mullins, John W. (author); Walker, Orville C. (author)
Statement of Responsibility: John W. Mullins, Orville C. Walker
Year: [2013]
Publisher: New York, [New York], McGraw Hill
Media group: eBook/eResource
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Content

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.

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Author: Search for this author Mullins, John W. (author); Walker, Orville C. (author)
Statement of Responsibility: John W. Mullins, Orville C. Walker
Year: [2013]
Publisher: New York, [New York], McGraw Hill
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ISBN: 978-0-07-802879-3
ISBN (2nd): 0-07-802879-5
Description: Eighth Edition, xxi, 547 Seiten, Illustrationen
Tags: Decision Making, Management, Marketing, Marketing Management, Marketing Theory, Strategic Planning, Entscheidung, Entscheidungsfindung, Marketingtheorie, Strategische Planung
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Language: Englisch
Media group: eBook/eResource