Marketing Management: Strategies and Programs - Couverture rigide

Guiltinan, Joseph; Paul, Gordon; Madden, Thomas

 
9780070490970: Marketing Management: Strategies and Programs
Couverture rigide
ISBN 10 : 007049097X ISBN 13 : 9780070490970
Editeur : McGraw-Hill Professional, 1997

Synopsis

Unlike most marketing management texts that are overly descriptive and repetitious of prior coursework, this brief text focuses on the middle management marketing decisions students are most likely to encounter in their careers. The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. A talented new coauthor, Thomas Madden of the University of South Carolina, Columbia, has been added to the team. Discussions of such important areas as market segmentation, quality, customer service, brand equity, sales promotion, direct marketing, and database marketing have been substantially strengthened. The majority of minicases, which conclude each chapter are new and involve current, high-interest subjects.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Éditeur
McGraw-Hill Professional
Date d'édition
1997
Langue
anglais
ISBN 10 
007049097X
ISBN 13 
9780070490970
Reliure
Relié
Numéro d'édition
6
Nombre de pages
496
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9780071133227: Marketing Management: Strategies and Programs

Edition présentée

ISBN 10 :  0071133224 ISBN 13 :  9780071133227
Editeur : McGraw-Hill Education (ISE Editi..., 1994
Couverture rigide