Marketing Management: Strategies and Programs - Softcover
This 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. The new fifth edition adds a new chapter on competitive analysis, a new appendix on source of marketing information and integrates international dimensions throughout.
"synopsis" may belong to another edition of this title.
From the Publisher:
+ This book offers the core topics for the capstone marketing course in a brief (496 pages), user-friendly format. Chapters include a good selection of detailed examples of actual marketing practice.
+ Minicases (1-2 pages) based on recent developments in high-profile companies (e.g., Rubbermaid and Ford Taurus) end each chapter.
+ Challenging end-of-chapter questions and situations draw upon students' analytical and critical thinking skills.
+ Strong organizational framework built around the marketing planning process works well in courses using case analysis and/or simulations.
+ Throughout the sixth edition, there is increased coverage of quality, customer service, and international issues; updated examples; and significantly more
material on database marketing, market segmentation, positioning, target markets, services and industrial marketing practices, and data collection, analysis, and evaluation.
+ New topics include category management, strategic alliances, relationship marketing, logistics, changes in distribution, organizational downsizing, and flexibility.
+ The majority of minicases, which conclude each chapter, are new and involve current, high-interest subjects.
+ A talented new coauthor, Thomas Madden of the University of South Carolina, Columbia has been added to the team.
"About this title" may belong to another edition of this title.
- PublisherMcGraw-Hill Inc.,US
- Publication date1991
- ISBN 10 0070489424
- ISBN 13 9780070489424
- BindingPaperback
- Edition number4
- Number of pages480
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Marketing Management: Strategies and Programs (McGraw-Hill Series in Marketing)
Published by
McGraw-Hill Companies
(1991)
ISBN 10: 0070489424
ISBN 13: 9780070489424
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paperback
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Book Description paperback. Condition: Good. Connecting readers with great books since 1972! Used textbooks may not include companion materials such as access codes, etc. May have some wear or writing/highlighting. We ship orders daily and Customer Service is our top priority!. Seller Inventory # S_392033189
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Marketing Management: Strategies and Programs
Published by
McGraw-Hill
(1991)
ISBN 10: 0070489424
ISBN 13: 9780070489424
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Hardcover
Quantity: 1
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Book Description Condition: Poor. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. Book contains pen, pencil & highlighter markings. In poor condition, suitable as a reading copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1050grams, ISBN:9780070489424. Seller Inventory # 9820546
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