Preface to Marketing Management, Eighth Edition, is praised in the market for its organization, format, clarity, brevity, and flexibility. It is intended to serve as an overview for critical issues in marketing management. The inexpensive, brief, paperback format makes it a perfect fit for schools that wish to assign cases, readings, simulations or to offer a module on marketing management for MBA students. It is also perfect for a school that is implementing a cross-functional curriculum where the students are often required to purchase several texts.
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This text is intended to serve as an overview/framework of critical issues of marketing management. It aims to reinforce the cross-functional nature of marketing and includes material on relationship marketing as well as creativity, vision, values and strategic partnerships.About the Author:
J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education.
James H. Donnelly, Jr. Is the Turner Professor in the College of Business and Economics, Univ. of Kentucky. Research areas include marketing and banking.
"About this title" may belong to another edition of this title.
Book Description Mcgraw-Hill College, 1999. Paperback. Book Condition: New. book. Bookseller Inventory # 0073661511
Book Description Mcgraw-Hill College, 1999. Paperback. Book Condition: New. 8th. Bookseller Inventory # DADAX0073661511