Marketing Management
Knowledge and Skills
Published in November 1997
Book
Paperback/Softback
864 pages
978-0-07-115460-4 (ISBN)
Description
Combining text and cases, this book features 40 cases, some taken from INSEAD, covering global, ethics and services issues. There is expanded coverage of relationship marketing and new coverage of smaller, entrepreneurial companies, creativity, values and strategic partnerships.
More details
Edition
International 2 Revised ed
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Illustrations
Illustrations, 1map
Dimensions
Height: 230 mm
Weight
1545 gr
ISBN-13
978-0-07-115460-4 (9780071154604)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
Part 1: essentials of marketing management. Part 2: analyzing marketing problems. Part 3: financial analysis for marketing decisions. Part 4: developing marketing plans. Part 5 Secondary data sources - cases: marketing opportunity analysis; product strategy; promotional strategy; distribution strategy; pricing strategy; selected issues in marketing management.