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Informationen zum Autor 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. Klappentext 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. 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. Zusammenfassung Concentrates on strategic decision making and emphasises on description of marketing phenomena than on the strategic and tactical marketing decisions. This book provides real-world, global perspectives from the author team's entrepreneurial, marketing management, and consulting experience. Inhaltsverzeichnis 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 Chapter 9 Differentiation and Positioning Section 3: Developing Strategic Marketing Programs Chapter 10 Business Strategies Provide a Foundation for Marketing Program Decisions Chapter 11 Product Decisions Chapter 12 Pricing Decisions Chapter 13 Distribution Channel Decisions Chapter 14 Integrated Promotion Decisions Section 4: Strategic Marketing Programs for Selected Situations Chapter 15 Marketing Strategies for the New Economy Chapter 16 Strategies for the New and Growing Markets Chapter 17 Strategic Choices for Mature and Declining Markets Section 5: Implementing and Controlling Marketing Programs Chapter 18 Organizing and Planning for Effective Implementation Chapter 19 Measuring and Delivering Marketing Performance. ...
