Marketing Management: Strategies and Programs - Couverture rigide

Guiltinan, Joseph P.; Paul, Gordon W.

Couverture rigide

ISBN 10 : 0071133224 ISBN 13 : 9780071133227

Editeur : McGraw-Hill Education (ISE Editions), 1994

Synopsis

This text focuses on the middle-management marketing decisions students are most likely to encounter in their careers. It emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. In this edition, the sections on market segmentation, differential positioning, product-line marketing strategies and factors in new product success and failure have been rewritten and more emphasis placed on branding, corporate culture, quality and ethics. A separate test bank has been added, which includes multiple-choice questions, as well as essay questions. Interactive computer simulations focusing on analysis and strategy now accompany the text.

Détails de l'édition

• Éditeur: McGraw-Hill Education (ISE Editions)
• Date d'édition: 1994
• Langue: anglais
• ISBN 10: 0071133224
• ISBN 13: 9780071133227
• Reliure: Relié
• Numéro d'édition: 5
• Nombre de pages: 480
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible