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Marketing Strategy: A Decision-Focused Approach
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About the Author
John W. Mullins John Mullins is Associate Professor of Management Practice at London Business School, where he heads the entrepreneurship group. He earned his MBA at the Stanford Graduate School of Business and, considerably later in life, his PhD in marketing from the University of Minnesota. An award-winning teacher, John brings to his teaching and research 20 years of executive experience in high-growth firms, including two ventures he founded, one of which he took public. Since becoming a business school professor in 1992, John has published more than 30 articles in a variety of outlets, including Harvard Business Review, the Journal of Product Innovation Management, and the Journal of Business Venturing. His research has won national and international awards from the Marketing Science Institute, the American Marketing Association, and the Richard D. Irwin Foundation. He is also co-author of Marketing Management: A Strategic Decision-Making Approach, 5th edition. His recent trade book, The New Business Road Test: What Entrepreneurs and Executives Should Do Before Writing a Business Plan, is the definitive work on the assessment and shaping of market opportunities.
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Product details
Paperback: 384 pages
Publisher: McGraw-Hill Education; 8 edition (January 24, 2013)
Language: English
ISBN-10: 9780078028946
ISBN-13: 978-0078028946
ASIN: 0078028949
Product Dimensions:
8 x 0.5 x 10 inches
Shipping Weight: 1.5 pounds (View shipping rates and policies)
Average Customer Review:
3.5 out of 5 stars
14 customer reviews
Amazon Best Sellers Rank:
#74,884 in Books (See Top 100 in Books)
This was the second text book I ordered from Amazon. The first one was okay, but this one... I learned in my classes that Amazon has automated its warehousing operations. Well, I can definitely tell... because the quality check is nonexistent. The book arrived with extensive water damage and reeked of mold. The pages were discolored, dirty and stuck together. It was moist and disgusting to hold. I really hope I did not catch anything when I held it and opened it. I sent it back immediately and ordered another rental of the same book. I hope that the replacement will not be nearly as bad, or else a bad review will not be the only thing I will write...
Came as advertised, and had an excellent rental price. Used this book for an MBA level course and was very pleased with the price, product, and time length for the rental.
Great book for college. Did the job and I was able to sell this back for a great price.
Book is great. Easy to read and I needed it for the class.
Covered in stickers, and torn pages. I dont mind the highlighter but totally not worth the $50 price tag.
one of the best books needed by all management/strategy consultants
great book
Timely delivery and quality was as stated.
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