TY  - GEN
AU  - Mullins,John
AU  - Boyd,JrHarper W.
AU  - Walker,Orville C.
AU  - Larreche,Jean-Claude
TI  - Marketing management
T2  - International edition
SN  - 0071111697
U1  - 381 
PY  - 2004///
CY  - [S.l.]
PB  - McGraw Hill Higher Education
N1  - Paperback
N2  - "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
UR  - http://www.amazon.com/exec/obidos/ASIN/0071111697/chopaconline-20
UR  - http://www.chopac.org/cgi-bin/tools/azrev.pl?q=0071111697
ER  -