Marketing Management: Strategies and Programs

Joseph P Guiltinan; Gordon W Paul; Thomas J Madden

ISBN 10: 007049097X / ISBN 13: 9780070490970

Edité par McGraw-Hill/Irwin, 1996

May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less. N° de réf. du vendeur G007049097XI4N00

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.

Détails bibliographiques

Titre : Marketing Management: Strategies and Programs
Éditeur : McGraw-Hill/Irwin
Date d'édition : 1996
Reliure : Hardcover
Etat : Very Good
Etat de la jaquette : No Jacket