Marketing Management

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9780023051623: Marketing Management
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Designed to bridge the gap between rich academic literature and the world of marketing practice

This book combines a thorough, engaging -- and readable -- scholarly approach showing how the theory works in practice, with current, detailed examples that show how marketing managers make decisions in all areas of the marketing mix. Varied pedagogy and strong supplements package support different learning styles and make even the most complex concepts come alive.

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Bagozzi, Richard P.; Coronel, Francisco F.; Rosa, Jose Antonio
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