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Marketing Management, 5/e by Mullins, Walker, Boyd, and Larreche 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. The concentration on strategic decision making sets this book 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 must make each and every day. 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. 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 spanning a broad variety of manufacturing, service, software, and distribution industries provides an abundance of real-world, global perspectives.
Jean-Claude Larreche is Alfred Heineken Professor of Marketing at the European Institute of Business Administration, INSEAD, in Fontainebleau, France.
Table of Contents
Section 1: The Role of Marketing in Developing Successful Business Strategies
Chapter 1 The Marketing Management Process
Chapter 2 The Marketing Implications of Corporate and Business Strategies
Section 2: Market Opportunity Analysis
Chapter 3 Environmental Analysis: Tools to Identify Attractive Markets
Chapter 4 Industry Analysis and Competitive Advantage
Chapter 5 Understanding Consumer Buying Behavior
Chapter 6 Understanding Organizational Markets and Buying Behavior
Chapter 7 Measuring Market Opportunities: Forecasting and Marketing Research
Chapter 8 Market Segmentation and Target Marketing