9780023051623: Marketing Management

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.

"synopsis" may belong to another edition of this title.

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Jose Antonio Rosa, Kirti Sawhney Celly, Francisco Coronel
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Richard P. Bagozzi, Francisco F. Coronel, Jose Antonio Rosa
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Bagozzi, Richard P.; Coronel, Francisco F.; Rosa, Jose Antonio
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Bagozzi, Richard P.
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