Designed to bridge the gap between rich academic literature and the world of marketing practice, this text combines a thorough, engaging - and readable - scholarly approach with current, detailed examples that show how marketing managers make decisions in all areas of the marketing mix.
Features and Benefits
Emphasizes how marketing as an overall philosophy contributes to sound decision making throughout the firm.
Effectively integrates scholarly research with industry practice.
Features especially effective chapters on-
Strategic Planning and Finding Competitive Advantage.
Individual Consumer's Behaviour in the Marketplace.
"synopsis" may belong to another edition of this title.
Book Description Prentice Hall, 1998. Hardcover. Book Condition: New. 1st. Bookseller Inventory # DADAX0023051620
Book Description Prentice Hall, 1998. Hardcover. Book Condition: New. book. Bookseller Inventory # 0023051620
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800230516231.0