Title: Marketing Management: A Strategic Decision-Making Approach, 8th Edition
Authors: John W. Mullins, Orville C. Walker Jr.
Publisher: McGraw-Hill Education
Description: “Marketing Management: A Strategic Decision-Making Approach” in its 8th Edition, offers a comprehensive and contemporary perspective on marketing strategy and decision-making. Authored by John W. Mullins and Orville C. Walker Jr., this textbook published by McGraw-Hill Education provides students with the tools and frameworks necessary for effective marketing management in today’s dynamic business environment. The 8th edition covers key topics such as market analysis, segmentation, targeting, positioning, and marketing mix strategies, while also addressing emerging trends in digital marketing, globalization, and sustainability. Through case studies, real-world examples, and practical exercises, the authors encourage critical thinking and strategic thinking skills, empowering students to develop and implement successful marketing strategies. Whether you’re a student studying marketing or a practitioner seeking to enhance your strategic marketing skills, “Marketing Management: A Strategic Decision-Making Approach” serves as an invaluable resource for understanding and mastering the principles of modern marketing management.