Marketing Management: Text and Cases

Parsons, Leonard J.,Dalrymple, Douglas J.

ISBN 10: 0471552550 / ISBN 13: 9780471552550

Edité par Wiley, 1994

A propos de cet article

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Détails bibliographiques

• Titre: Marketing Management: Text and Cases
• Éditeur: Wiley
• Date de parution: 1994
• Langue: anglais
• ISBN à 10 chiffres: 0471552550
• ISBN à 13 chiffres: 9780471552550
• Reliure: Paperback
• État de l'article: Good

A propos de ce titre

Synopsis

Noted for its numerous cases, this comprehensive textbook focuses on all aspects of planning, co-ordinating and executing marketing strategy. It includes the main terms and concepts associated with marketing management, as well as a wide range of cases which provide readers with opportunities to apply what they have learned by solving realistic marketing problems. As such, it can be used on both marketing management and marketing strategy courses at undergraduate and particularly MBA levels. Coverage of marketing research, cases on consumer products and foreign companies doing business in the USA, and three new chapters addressing competitive analyses and product positioning, direct marketing and sales promotion are integrated throughout the book.