This text is designed for management courses in which decision-focused cases are an important element, or where student projects, such as the development of a marketing plan, are assigned. An introductory vignette for a real company facing a real decision, together with an introductory marketing challenges section, identifies the decisions addressed in each chapter's material. In this forth edition, "Take Aways" replace chapter summaries, these are intended to higlight key learning points and the analytical frameworks developed in each chapter. Real-life examples show the important aspects of good decision-making and show students how choices made by decison-makers affect marketers and their work.
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Harper W. Boyd Jr., University of Arkansas, Little Rock - Orville C. Walker Jr., University of Minnesota - Jean-Claude Larreche, INSEAD, European Institute of Business Administration
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