Unlike most marketing management texts that are overly descriptive and repetitious of prior coursework, this brief 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. A talented new coauthor, Thomas Madden of the University of South Carolina, Columbia, has been added to the team. Discussions of such important areas as market segmentation, quality, customer service, brand equity, sales promotion, direct marketing, and database marketing have been substantially strengthened. The majority of minicases, which conclude each chapter are new and involve current, high-interest subjects.
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Book Description McGraw-Hill/Irwin, 1996. Hardcover. Book Condition: New. Bookseller Inventory # P11007049097X
Book Description McGraw-Hill/Irwin. Hardcover. Book Condition: New. 007049097X New Condition. Bookseller Inventory # NEW6.0926798
Book Description McGraw-Hill/Irwin, 1996. Hardcover. Book Condition: New. 6. Bookseller Inventory # DADAX007049097X
Book Description McGraw-Hill/Irwin, 1996. Hardcover. Book Condition: New. book. Bookseller Inventory # 007049097X
Book Description McGraw-Hill/Irwin. Book Condition: Brand New. Ships from USA. FREE domestic shipping. Bookseller Inventory # 007049097X