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Harper W. Boyd

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Marketing Management: A Strategic Decision-Making Approach

Harper W. Boyd; Orville C. Walker; Jean-Claude Larreche

ISBN:

9780072315233

Publisher:

McGraw-Hill

Publication Date:

2001

Binding:

Softcover

Synopsis:
The text is designed to provide a basic framework for key marketing management concepts, tools, vocabulary, and analytical frameworks with a focus on applications based on real-world examples. The text is often paired with cases and a marketing plan project.

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Other editions: Softcover - 2006, Softcover - 2004, Hardcover - 1998, Softcover - 1997, Softcover - 1995, 1990, 1990, Hardcover - 1989, 1985, 1981

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