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Marketing Management: Strategies and Programs (MCGRAW HILL SERIES IN MARKETING) - Hardcover

Guiltinan, Joseph P.; Paul, Gordon W.; Madden, Thomas J.

 
9780070490970: Marketing Management: Strategies and Programs (MCGRAW HILL SERIES IN MARKETING)
Hardcover
ISBN 10: 007049097X ISBN 13: 9780070490970
Verlag: McGraw-Hill Professional, 1996

Inhaltsangabe

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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Verlag
McGraw-Hill Professional
Erscheinungsdatum
1996
Sprache
Englisch
ISBN 10 
007049097X
ISBN 13 
9780070490970
Einband
Gebundene Ausgabe
Anzahl der Seiten
463
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
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