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MarketingMarketing Management- TextInternational EditionNEWMARKETING MANAGEMENTA Strategic Decision-Making Approach, 6th EditionBy John Mullins, University of Denver, Orville Walker, University ofMinnesota and Harper Boyd (deceased)2008 (October 2006) / 544 pagesISBN-13: 978-0-07-352982-0 / MHID: 0-07-352982-6ISBN-13: 978-0-07-110109-7 / MHID: 0-07-110109-8 [IE]Website: http://www.mhhe.com.mullins08Marketing Management: A Strategic Decision-Making Approach6th Edition concentrates on strategic decision making. This approachsets Mullins apart from other texts which place greateremphasis on description of marketing phenomena rather thanon the strategic and tactical marketing decisions that managersand entrepreneurs must make each and every day. This 6thEdition continues to be the most current and internet-savvybook available, injecting the latest developments in internetbasedcommunication and distribution technology into everychapter. Also, an entire chapter (Chapter 15) is devoted to thedevelopment of marketing strategies for the new economy. Theauthor team’s rich entrepreneurial, marketing management, andconsulting experience spans a broad variety of manufacturing,service, software, and distribution industries provides an abundanceof real-world, global perspectives.NEW TO THIS EDITION• Coverage of New Technology. Chapter 14 has been extensivelyupdated to bring to this edition the latest developments in Web-basedmarketing including new technologies like RSS feeds and other newwrinkles that have emerged in what’s now loosely called Web 2.0. Asthe Web continues to evolve, keeping students (this is the easier part, asthe changes are being led by their generation) and instructors (the moredifficult part!) current on such developments is simply essential.• New Sequencing of Topics. We’ve moved our overview of theproduct life cycle and its strategic implications to Section Four, where itserves as the foundation for Chapters 15 and 16, which examine marketingstrategies for product-markets in different stages of development.• New Examples. Many of the new examples were chosen for theexpress purpose of increasing the book’s global focus and internationalperspective. Extensive effort was made to find and incorporate examplesof marketing strategies and actions from firms and not-for-profit organizationsaround the world, not just in the United States. Even many of theextensive case vignettes that open each chapter now focus on firms inEurope, Asian and Africa.• Integrated Material. The Authors have combined the two chaptersdealing 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 variousaspects of the external environment, this new chapter provides a morecomprehensive framework for evaluating the attractiveness of marketsand industries at the macro and micro levels.FEATURES• A Focus on Strategic Decision Making. This book’s focus on strategicdecision making sets it apart from other texts that place greateremphasis on description of marketing phenomena than on the strategicand tactical marketing decisions that managers and entrepreneurs makeeach and every day.• Web-Savvy Insights. This book brings a realistic and informedperspective to an important question: “Has the advent of the Internetchanged all of the rules?” Throughout the book, the authors integrateexamples of new-economy companies-both successful and otherwise-toshow how both yesterday’s and today’s marketing tools and decisionframeworks can most effectively be applied.• A Real World Global Perspective. Along with an academic perspective,the authors of this book bring a real world perspective to this textthat is unmatched in this market space. John Mullins brings to thisbook 20 years of executive experience in the retailing industry in theUnited States, including three entrepreneurial companies. John nowworks in Europe at the London Business School, where he draws onthe perspectives of MBA students and executive education participantsfrom more than 60 countries to inform this book with the realities ofbuilding businesses in today’s global economy. Orv Walker spent mostof his career at the Carlson School of Management at the Universityof Minnesota, where he studied and worked with some of the world’sleading consumer goods marketers and won the marketing discipline’smost prestigious awards for his research. He now spends much of histime as a vintner in the rolling hills of Wisconsin.CONTENTSSection One: The Role of Marketing in Developing Successful businessStrategies Chapter 1 The Marketing Management Process Chapter 2 TheMarketing Implications of Corporate and Business Strategies SectionTwo: Market Opportunity Analysis Chapter 3 Understanding MarketOpportunities Chapter 4 Understanding Consumer Buying BehaviorChapter 5 Understanding Organizational Markets and Buying BehaviorChapter 6 Measuring Market Opportunities: Forecasting and MarketingKnowledge Chapter 7 Targeting Attractive Market Segments Chapter8 Differentiation and Positioning Section Three: Developing StrategicMarketing Programs Chapter 9 Business Strategies: A Foundation forMarketing Program Decisions Chapter 10 Product Decisions Chapter 11Pricing Decisions Chapter 12 Distribution Channel Decisions Chapter13 Integrated Promotion Decisions Section Four: Strategic MarketingPrograms for Selected Situations Chapter 14 Marketing Strategies for theNew Economy Chapter 15 Strategies for the New and Growing MarketsChapter 16 Strategic Choices for Mature and Declining Markets SectionFive: Implementing and Controlling Marketing Programs Chapter17 Organizing and Planning for Effective Implementation Chapter 18Measuring and Delivering Marketing PerformanceInternational EditionPREFACE TO MARKETING MANAGEMENT10th EditionBy J Paul Peter, University of Wisconsin—Madison and James H.Donnelly, University of Kentucky—Lexington2006 / 320 pagesISBN-13: 978-0-07-296216-1 / MHID: 0-07-296216-XISBN-13: 978-0-07-111635-0 / MHID: 0-07-111635-4 [IE]Website: www.mhhe.com/peterdon31nelly06Preface to Marketing Management, 10/e, by Peter and Donnelly,is praised in the market for its organization, format, clarity,brevity and flexibility. The text serves as an overview forcritical issues in marketing management. Its brief, inexpensive,paperback format makes it a perfect fit for instructors who assigncases, readings, simulations or offer modules on marketingmanagement for MBA students. The text also works in coursesthat implement a cross-functional curriculum where the studentsare required to purchase several texts.CONTENTSSection I: Essentials of Marketing Management Part A: IntroductionChapter One: Strategic Planning and the Marketing Management ProcessPart B: Marketing Information, Research, and Understanding the TargetMarket Chapter Two: Marketing Research: Process and Systems for DecisionMaking Chapter Three: Consumer Behavior Appendix: SelectedConsumer Behavior Data Sources Chapter Four: Business, Government,and Institutional Buying Chapter Five: Market Segmentation Part C:168HED 2007 Marketing.indd 16810/5/2006 1:42:50 PM