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Marketing Management: A Strategic Decision-Making Approach, by John Mullins, Orville Walker
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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.
- Sales Rank: #216390 in Books
- Brand: Brand: McGraw-Hill/Irwin
- Published on: 2012-01-31
- Original language: English
- Number of items: 1
- Dimensions: 10.80" h x .90" w x 7.90" l, 2.20 pounds
- Binding: Paperback
- 576 pages
- Used Book in Good Condition
About the Author
John W. Mullins John Mullins is Associate Professor of Management Practice at London Business School, where he heads the entrepreneurship group. He earned his MBA at the Stanford Graduate School of Business and, considerably later in life, his PhD in marketing from the University of Minnesota. An award-winning teacher, John brings to his teaching and research 20 years of executive experience in high-growth firms, including two ventures he founded, one of which he took public. Since becoming a business school professor in 1992, John has published more than 30 articles in a variety of outlets, including Harvard Business Review, the Journal of Product Innovation Management, and the Journal of Business Venturing. His research has won national and international awards from the Marketing Science Institute, the American Marketing Association, and the Richard D. Irwin Foundation. He is also co-author of Marketing Management: A Strategic Decision-Making Approach, 5th edition. His recent trade book, The New Business Road Test: What Entrepreneurs and Executives Should Do Before Writing a Business Plan, is the definitive work on the assessment and shaping of market opportunities.
Orville C. Walker, Jr. Orville C. Walker, Jr. is Professor Emeritus in the University of Minnesota’s Carlson School of Management, where he served until recently as the James D. Watkins Professor of Marketing and Director of the PhD Program. He holds a Master’s degree in social psychology from the Ohio State University and a PhD in marketing from the University of Wisconsin–Madison. Orville is the co-author of three books and has published more than 50 research articles in scholarly and business journals. He has won several awards for his research, including the O’Dell award from the Journal of Marketing Research, the Maynard award from the Journal of Marketing, and a lifetime achievement award from the Sales Management Interest Group of the American Marketing Association. Orville has been a consultant to a number of business firms and not-for-profit organisations, and he has taught in executive development programs around the world, including programs in Poland, Switzerland, Scotland and Hong Kong. Perhaps his biggest business challenge, however, is attempting to turn a profit as the owner-manager of a small vineyard in western Wisconsin.
Most helpful customer reviews
15 of 15 people found the following review helpful.
Very well written teaching tool for marketing
By Roomba
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.
2 of 2 people found the following review helpful.
Marketing Management Textbook
By Brad Currier
The book was required for a marketing management class. I'm finding very little of value in the book that can't be found for free on the internet. It's the 4 P's of marketing stated and rehashed. For instructors I would recommend either a different book or creating your own presentations and linking to information readily available in the public domain.
The purchase from Amazon was smooth with no problems. I highly recommend Amazon.
1 of 1 people found the following review helpful.
Poor execution
By daghouse
Having used this book for an MBA course, I expected better correlation with the print version. There were no true page numbers. This created difficulty for the course since my professor used an altered version of the text that referenced the original page numbers and a new set. The table of contents were not integrated for easy navigation. Lesson learned: check with bookstore copies of texts before buying kindle versions. Compare trial downloads with chapter in print. Additionally, there was content missing from the kindle version that was in the print version at the end of chapters. When I attempted to access resources from the publisher's website, included content wasn't available due to the digital purchase. I have had better luck with other kindle texts.
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