Mullins, John W. <br/><br/>
Marketing management :  a strategic decision-making approach / 
John W. Mullins and Orville C. Walker 
 - Eighth Edition. 
 - New York :  McGraw Hill Education,  c2013 
 - xxi, 547 pages :  illustrations ;  26 cm. 
<br/><br/>Includes index. 
<br/><br/>Section 1. The role of marketing in developing successful business strategies -- Section 2. Market opportunity analysis -- Section 3. Developing strategic marketing programs -- Section 4. Strategic marketing programs for selected situations -- Section 5. Implementing and controlling marketing programs 
<br/><br/> Marketing Management, 5/e" by Mullins, Walker, Boyd, and Larreche is specifically designed for courses in which decision-focused cases are an important element and/or where student projects, such as the development of a marketing plan, are assigned. The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on description of marketing phenomena than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. The author team's rich entrepreneurial, marketing management, and consulting experience spanning a broad variety of manufacturing, service, software, and distribution industries provides an abundance of real-world, global perspectives. 
<br/><br/><label>ISBN: </label>9780071326377 
<br/><br/><label>Subjects--Topical Terms: </label><br/>MARKETING MANAGEMENT
<br/><br/><label>LC Class. No.: </label>HF 5415.13 .M85 2013