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 d...show moreay. 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.
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 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 book’s 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.
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.
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