Marketing Management - Text and Cases
Published on 21. March 1990
Book
Paperback/Softback
972 pages
978-0-471-52193-8 (ISBN)
Description
This textbook focuses on all aspects of planning, co-ordinating and executing marketing strategy, taking an international approach and placing greater emphasis on the customer. This edition features new chapters on service marketing and international marketing and includes 46 case studies.
More details
Edition
International 2 Revised ed
Language
English
Place of publication
New York
United States
Publishing group
John Wiley and Sons Ltd
Target group
College/higher education
Professional and scholarly
Illustrations
Ill.
Dimensions
Height: 89 mm
Width: 32 mm
Weight
1417 gr
ISBN-13
978-0-471-52193-8 (9780471521938)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
Why Marketing Is Important; Marketing Strategy; Customer Analysis; Segmentation and Positioning; Measuring and Forecasting Market Opportunities; Product Development and Testing; Product and Brand Management; Services Marketing; Pricing; Distribution; Advertising and Sales Promotion; Sales Management; International Marketing; Marketing Planning and Implementation; Marketing and Society.