Marketing Management: A Strategic Decision-Making Approach

Boyd, Harper W.; Walker, Orville C.; Mullins, John W.; Larreche, Jean-Claude

ISBN 10 : 0072472952 ISBN 13 : 9780072472950

Editeur : McGraw-Hill Publishing Co., 2001

Synopsis

The text is specifically designed for courses in which decision-focused cases are an important element and/or where student projects, such as the development of a marketing plan, are assigned.

A propos du livre

Présentation de l'éditeur

The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on the description of marketing phenomena than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. This edition continues to be the most current and Internet-savvy book available, injecting the latest developments in Internet-based communication and distribution technology into every chapter. The author team’s rich entrepreneurial, marketing management, and consulting experience spans a broad variety of manufacturing, service, software, and distribution industries, providing an abundance of real-world, global perspectives.

Détails de l'édition

• Éditeur: McGraw-Hill Publishing Co.
• Date d'édition: 2001
• Langue: anglais
• ISBN 10: 0072472952
• ISBN 13: 9780072472950
• Reliure: Fournitures diverses
• Numéro d'édition: 4
• Nombre de pages: 576
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible