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关键词：
Marketing Management: A Strategic Decision-Making Approach
书目信息
ISBN：
9780073529820（13位）
中图分类号：
F7
杜威分类号：
中文译名：
营销管理（第6版）
作者：
Mullins
编者：
语种：
English
出版信息
出版社：
McGraw-Hill Education
出版地：
出版年：
2006
版本：
6e
版本类型：
原版
丛书题名：
卷期：
文献信息
关键词：
广告/营销
前言：
摘要：
内容简介：
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. Features: A Focus on Strategic Decision Making. This book’s focus on strategic decision making sets it 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 make each and every day. 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 yesterday’s and today’s marketing tools and decision frameworks can most effectively be applied.
目次：
Section One: The Role of Marketing in Developing Successful business Strategies. Section Two: Market Opportunity Analysis. Section Three: Developing Strategic Marketing Programs. Section Four: Strategic Marketing Programs for Selected Situations. Section Five: Implementing and Controlling Marketing Programs.
附录：
全文链接：
读者对象：
实体信息
页码：
544
装帧：
软皮版
尺寸：
其它形态细节：
其它信息
原价：
USD
117.8100
原版ISBN：
其它ISBN：
图书特色：
书评：
扩展信息
Isbn：
0073529826
issue：
2006JC02
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