Marketing Management: A Strategic Decisionmaking Approach

by John W. Mullins, Harper W. Boyd Jr., Orville C. Walker Jr.

Book Overview

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... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0073529826
• ISBN13: 9780073529820
• Release Date: October 2006
• Publisher: Irwin/McGraw-Hill
• Length: 533 Pages
• Weight: 2.15 lbs.
• Dimensions: 0.8" x 7.9" x 10.0"

Customer Reviews

Excellent Marketing Management Tool

The book was an excellent resource for my Management Marketing class. As an MBA student who also owns a business, the practical marketing approach of the book material was very useful. I commend the authors for providing excellent learning tools and real-world application of their material. I highly recommend this marketing book. Ms Emerald Los Angeles, Ca

great service

The product order was in great condition and arrived much earlier than mention in the shipping notice. Enjoyed the experience.

Good service

This book was delivered very fast and it looked even better than described. will recommend this seller

Very well written teaching tool for marketing

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.