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Marketing management: A strategic

  • Mullins
  • Editorial McGraw-Hill
  • 325 páginas
  • Idioma: Inglés
  • ISBN: 0071101098 ISBN-13: 9780071101097
  • 6 edición (01/07/2005)
  • Entrega de 1 a 7 días contra reembolso por agencia urgente*
    • 72,31€ ($98,23)
    • * Envío GRATIS en pedidos de más de 49€
 
 

Puntos Clave

  • Marketing Management, 6/e by Mullins, Walker and Boyd 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.
  • Coverage of New Technology. Chapter 14 has been extensively updated to bring to this edition the latest developments in Web-based marketing including new technologies like RSS feeds and other new wrinkles that have emerged in what¿s now loosely called Web 2.0. As the Web continues to evolve, keeping students (this is the easier part, as the changes are being led by their generation) and instructors (the more difficult part!) current on such developments is simply essential.
  • New Sequencing of Topics. We ve moved our overview of the product life cycle and its strategic implications to Section Four, where it serves as the foundation for Chapters 15, which is devoted to the development of marketing strategies for the new economy. and 16, which examine marketing strategies for product-markets in different stages of development.
  • New Examples. Many of the new examples were chosen for the express purpose of increasing the books global focus and international perspective. Extensive effort was made to find and incorporate examples of marketing strategies and actions from firms and not-for-profit organizations around the world, not just in the United States. Even many of the extensive case vignettes that open each chapter now focus on firms in Europe, Asian and Africa.
  • Web-Savvy Insights. This book brings a realistic and informed perspective to an important question: Has the advent of the Internet changed all of the rules. Throughout the book, the authors integrate examples of new-economy companies-both successful and otherwise-to show how both yesterdays and todays marketing tools and decision frameworks can most effectively be applied.
  • A Real World Global Perspective. Along with an academic perspective, the authors of this book bring a real world perspective to this text that is unmatched in this market space. John now works in Europe at the London Business School, where he draws on the perspectives of MBA students and executive education participants from more than 60 countries to inform this book with the realities of building businesses in today¿s global economy.
  • Integrated Material. The Authors have combined the two chapters dealing with the market environment, industry, and competitive analysis (Chapters 3 and 4 in the previous editions) into a single chapter called ¿Understanding Market Opportunities (Chapter 3 in this 6th edition). By bringing together and integrating material dealing with various aspects of the external environment, this new chapter provides a more comprehensive framework for evaluating the attractiveness of markets and industries at the macro and micro levels.


    • Suplementos

  • IRCD to accompany Marketing Management - ISBN: 0073263311
    Autores: MULLINS

  • Video DVD to accompany MARKETING MANAGEMENT - ISBN: 0073263338
    Autores: MULLINS

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