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.
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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