Marketing Management - Hardcover

Bagozzi, Richard P.; Rosa Ph.D., Jose Antonio; Coronel, Francisco F.; Celly, Kirti S.; Irvine, U.C.

Hardcover

ISBN 10: 0023051620 ISBN 13: 9780023051623

Publisher: Prentice Hall, 1998

Synopsis

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.
Organizational Buying.

About this title

Synopsis:

This work emphasizes how marketing as an overall philosophy contributes to sound decision making. It integrates scholarly research with industry practice.

About this edition

• Publisher: Prentice Hall
• Publication date: 1998
• ISBN 10: 0023051620
• ISBN 13: 9780023051623
• Binding: Hardcover
• Number of pages: 800