Marketing Management: A Strategic Decision-Making Approach - Couverture souple

Mullins, John; Walker, Orville

Couverture souple

ISBN 10 : 0078028795 ISBN 13 : 9780078028793

Editeur : McGraw Hill Higher Education, 2012

Synopsis

The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small. Drawing on its authors' wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions -- both good and not-so-good -- from around the world in companies ranging from entrepreneurial start-ups to multi-national giants. 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.

À propos de cette édition

• Éditeur: McGraw Hill Higher Education
• Date d'édition: 2012
• ISBN 10: 0078028795
• ISBN 13: 9780078028793
• Reliure: Broché
• Nombre de pages: 576