Marketing Management: A Strategic Decision-Making Approach (Mcgraw Hill/Irwin Series in Marketing)

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

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Product Description
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. The author team’s rich entrepreneurial, marketing management, and consulting experience spans a broad variety of manufacturing, service, software, and distribution industries provides an abundance of real-world, global perspectives.

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Average Customer Review: 4.5 out of 5 stars

1 of 1 people found the following review helpful:

4 out of 5 stars

Very well written teaching tool for marketing, 2008-04-29
I was required to use the book for a marketing class. The book is well written, thorough and very current. It addresses global markets, new media uses for promotion and all the aspects of marketing. The text is easy to follow and can provide a solids understanding of marketing practices, concepts and tools. Each chapter has summaries or Takeaways and links to the web information. For the class, the online resource provided example questions that were very close to my exams (they were essay types).

My only two dings for the book are: 1) Repetition and 2) no actual example business plan(s). For #1, the book provided plenty of detail in defining and describing all the topics. However, after the written text, the information was presented again in table form. I liked the table form as well. Maybe repetition is a good thing. For #2, I was surprised that the text did not include an actual business plan based on the outline on page 21. It would have been beneficial to provide a written example plan. I realize there are thousands of businesses that utilize a marketing strategy. Providing a working example would have been better. In addition, they could have shown what makes plans 'good' and 'bad'. Sure, you can search the web but the book really needed to provide a complete plan. I had to write one for the class.

I would recommend the book if you are interested in marketing.

1 of 3 people found the following review helpful:

5 out of 5 stars

Outstanding Condition, 2007-10-30
I was extremely pleased with the the text book and the fast delivery. I highly recommend using Amazon for all text book purchases. It has been my experience that Amazon prices have Always been lower than purchasing text books through the University.

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