The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on the 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. The author team’s rich entrepreneurial, marketing management, and consulting experience spans a broad variety of manufacturing, service, software, and distribution industries, providing an abundance of real-world, global perspectives.
John Mullins, a veteran of several entrepreneurial ventures, teaches and studies entrepreneurship and the management and financing of rapidly growing businesses at the London Business School, where he is Associate Professor of Management Practice and Chair in Entrepreneurship. He holds an MBA from the Stanford Graduate School of Business and a Ph.D. in Marketing from the University of Minnesota. Mullins formerly served as Walter K. Koch Chair in Entrepreneurship, and Director of Programs in Entrepreneurship and Venture Management at Daniels College of Business, University of Denver. He is also author of Getting to Plan.
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