MARKETING MANAGEMENT A STRATEGIC DECISION-MAKING APPROACH
Marketing Management: A Strategic Decision-Making Approach 6th Edition concentrates on strategic decision making. This approach sets Mullins apart from other texts which place greater emphasis on description of marketing phenomena rather than on the strategic and tactical marketing decisions that ma...
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| Main Authors: | , , |
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| Format: | Book |
| Language: | English |
| Published: |
Boston
McGraw-Hill
2008
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| Edition: | SIXTH EDITION |
| Series: | McGraw-Hill/Irwin series in marketing
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| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | Marketing Management: A Strategic Decision-Making Approach 6th Edition concentrates on strategic decision making. This approach sets Mullins apart from other texts which place greater emphasis on description of marketing phenomena rather than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. This 6th 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 |
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| Physical Description: | xxii, 533 pages illustrations 26 cm |
| Bibliography: | Includes bibliographical references and index |
| ISBN: | 9780073529820 0073529826 |
MARKETING MANAGEMENT A STRATEGIC DECISION-MAKING APPROACH