Marketing Management - John Mullins

. .

Résumé :
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 tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small.

Drawing on its authors' wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions - both good and not-so-good - from around the world in companies ranging from entrepreneurial start-ups to multi-national giants.

This 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.

Biographie:
John W. Mullins John Mullins is Associate Professor of Management Practice at London Business School, where he heads the entrepreneurship group. He earned his MBA at the Stanford Graduate School of Business and, considerably later in life, his PhD in marketing from the University of Minnesota. An award-winning teacher, John brings to his teaching and research 20 years of executive experience in high-growth firms, including two ventures he founded, one of which he took public. Since becoming a business school professor in 1992, John has published more than 30 articles in a variety of outlets, including Harvard Business Review, the Journal of Product Innovation Management, and the Journal of Business Venturing. His research has won national and international awards from the Marketing Science Institute, the American Marketing Association, and the Richard D. Irwin Foundation. He is also co-author of Marketing Management: A Strategic Decision-Making Approach, 5th edition. His recent trade book, The New Business Road Test: What Entrepreneurs and Executives Should Do Before Writing a Business Plan, is the definitive work on the assessment and shaping of market opportunities.

Sommaire:
Section 1: The Role of Marketing in Developing Successful Business StrategiesChapter 1: The Marketing Management ProcessChapter 2: The Marketing Implications of Corporate and Business StrategiesSection 2: Market Opportunity AnalysisChapter 3: Understanding Market OpportunitiesChapter 4: Understanding Consumer Buying BehaviorChapter 5: Understanding Organizational Markets and Buying BehaviorChapter 6: Measuring Market Opportunities: Forecasting and Market KnowledgeChapter 7: Targeting Attractive Market SegmentsChapter 8: Differentiation and Brand PositioningSection 3: Developing Strategic Marketing ProgramsChapter 9: Business Strategies: A Foundation for Marketing Program DecisionsChapter 10: Product DecisionsChapter 11: Pricing DecisionsChapter 12: Distribution Channel DecisionsChapter 13: Integrated Promotion DecisionsSection 4: Strategic Marketing Programs for Selected SituationsChapter 14: Marketing Strategies for a Digitally Networked WorldChapter 15: Strategies for New and Growing MarketsChapter 16: Strategies for Mature and Declining MarketsSection 5: Implementing and Controlling Marketing ProgramsChapter 17: Organizing and Planning for Effective ImplementationChapter 18: Measuring and Delivering Marketing Performance

Index