A Preface to Marketing Management - Couverture souple

Peter, J. Paul; Donnelly, Jr James

Couverture souple

ISBN 10 : 0078028841 ISBN 13 : 9780078028847

Editeur : McGraw Hill Higher Education, 2012

Synopsis

Preface to Marketing Management, 13e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The thirteenth edition serves as an overview for critical issues in marketing management. Its brief, inexpensive, paperback format makes it a perfect fit for instructors who assign cases, readings, simulations or offer modules on marketing management for MBA students. The text also works in courses that implement a cross-functional curriculum where the students are required to purchase several texts.

A propos du livre

Biographie de l'auteur :

J. Paul Peter is James R. McManus-Bascom Professor and Chair of the Marketing Department at the University of Wisconsin-Madison School of Business. He has taught courses in consumer behavior and in marketing management, strategy, research and theory. He's also taught in a variety of executive programs. Peter won the prestigious William O'Dell Award from the Journal of Marketing Research and twice was a finalist. He is author or editor of more than 30 books and is one of the most cited authors in marketing literature. Peter has served on review boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Business Research. He has consulted for several corporations and the Federal Trade Commission. His earned a DBA from the University of Kentucky.

À propos de cette édition

• Éditeur: McGraw Hill Higher Education
• Date d'édition: 2012
• ISBN 10: 0078028841
• ISBN 13: 9780078028847
• Reliure: Broché
• Nombre de pages: 288