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Marketing Management: A Strategic Decision-Making Approach

Marketing Management: A Strategic Decision-Making Approach
Author: John Mullins - Orville Walker - Jr., Harper Boyd
ISBN 13: 9780073381169
ISBN 10: 73381160
Edition: 7
Publisher: McGraw-Hill/Irwin
Publication Date: 2009-02-20
Format: Paperback
Pages: 576
List Price: N/A

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.