TY  - BOOK
AU  - Mullins, John W.
AU  - Walker, Orville Jr. C.
TI  - Marketing management: a strategic decision-making approach 
SN  - 9780071326377
AV  - HF 5415.13 .M85 2013 
PY  - 2013///
CY  - New York
PB  - McGraw Hill Education
KW  - MARKETING MANAGEMENT
N1  - Includes index; 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
N2  - 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
ER  -