Synopsis
This is a book/template package including Lotus 1-2-3 programs for exercises and cases that expand and elaborate on the concepts of marketing management such as segmentation, positioning, marketing mix strategies, product/business portfolio strategies, diffusion and bidding models, experimentation and dynamic market analysis. One chapter shows how to use Excel to work all the exercises. The student needs to know little more than how to retrieve a file in Lotus or Excel and enter numbers into cells in order to work the problems. There are both exercises (25) and cases (4) in this package with the exercises building on statements or concepts referred to by Kottler, but the text and exercises are independent of Kotler's book and can be used with any text. The text can be used across a whole series of marketing courses, thus exposing the student to a similar set of microcomputer-based exercises at increasing levels of sophistication.
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MARKETING MANAGEMENT Analytical Exercises for Spreadsheet/With 3.5" Disk
Published by
Boyd & Fraser Pub Co, Boston, MA, U.S.A., 1993
ISBN 10: 0894262394
ISBN 13: 9780894262395
Used
Hardcover
Seller: The Reading Well Bookstore, Delaware, OH, U.S.A.
Seller rating 4 out of 5 stars
Hardcover. Condition: Near Fine. 2nd Edition. tall 8vo 9" - 10" tall; Textbook; 238 pages; Signed by Not signed; Near fine. Includes 3 1/2 inch disk never opened in plastic pak. No spine crease. Light bumping and rubbing. Pages are clean, unmarked, tight, bright. Seller Inventory # 5139
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Marketing Management: Analytic Exercises For Spreadsheets
Seller: Hubert Colau, LA BAZOCHE GOUET, France
Seller rating 2 out of 5 stars
Condition: fine. Broché état correct. 238 pages. 1993.PHOTOS SUR DEMANDE. Seller Inventory # HCP560HLW