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Usually ships in 1 business days | | Only 1 left in stock, order soon! | | | | | | 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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| | Product Details | | Author: | John Mullins | | Paperback: | 560 pages | | Publisher: | McGraw-Hill/Irwin | | Publication Date: | October 17, 2006 | | Language: | English | | ISBN: | 0073529826 | | Package Length: | 9.9 inches | | Package Width: | 7.9 inches | | Package Height: | 0.8 inches | | Package Weight: | 1.85 pounds | | Average Customer Rating: |  based on 10 reviews |
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| | Customer Reviews | Average Customer Review: ( 10 customer reviews )
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Most Helpful Customer Reviews
10 of 10 found the following review helpful:
Very well written teaching tool for marketing Apr 29, 2008
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.
1 of 1 found the following review helpful:
 Marketing Management Textbook Jul 13, 2010
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.
 Marketing Management Review Sep 26, 2011
By Earl Brunson
Dear Sir/Madam,
It is my deepest and sincere expression of gratitude for the Marketing Management Textbook that I ordered from you. This book helped me to do extremely well in my first class of the fall semester. MRKT 403. Everything was easily broken down and explainable and the book arrived very fast and in excellent condition. Thanking you again and I will be doing a lot more business with you in the near furure.
Earl Lee Brunson
Just what I was looking for Sep 23, 2011
By nfalks
This was a book for school, which was going to cost me double at the school's bookstore. I was happy to find in online for half the price. It was just what I needed and came quicker than expected.
Satisfying Textbook Jun 17, 2011
By L. Dodd
I really liked the case studies at the beginning of the chapters and the take-aways at the end of the chapters. Plus, the associated website has useful chapter quizzes to test reading comprehension.
See all 10 customer reviews on Amazon.com
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