Marketing Management
Knowledge and Skills
5th Edition
Published on 1. July 1998
Book
Hardback
864 pages
978-0-256-22633-1 (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
5th Revised edition
Language
English
Place of publication
New York
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Edition type
Revised edition
Illustrations
Illustrations, 1map
Dimensions
Height: 230 mm
Weight
1730 gr
ISBN-13
978-0-256-22633-1 (9780256226331)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
06/2000
6th Edition
McGraw Hill Higher Education
€120.07
Shipment within 15-20 days
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.