Synopsis
This edition presents marketing management concepts in a traditional format and includes many real-world examples, emphasizing topics such as international marketing, ethics, cross-functional teams and quality. Integrating competitive rationality throughout the text, the book also covers strengthening customer relations by outshining the competition in customer satisfaction, finding more efficient and less costly ways to deliver the same customer benefits and service, and improving general decision making implementation skills.
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About the Author
Peter R. Dickson is the Knight-Ridder Eminent Scholar in Global Marketing at Florida International University. He was previously the Arthur C. Nielsen Jr., Chair of Marketing Research at the University of Wisconsin-Madison Nielsen Center for Marketing Research and the Crane Professor of Strategic Marketing at The Ohio State University. Dr. Dickson is heading up the NHCC/FIU Hispanic Market Research project, is the Academic Director of the Master of International Business, and is leading the launch of the Masters in Sales Management at the Chapman Business School, Florida International University. Dr. Dickson is the past Chairman of the marketing strategy special interest group of the American Marketing Association. He has won awards for his undergraduate and graduate teaching and four of his most recent academic papers have won national awards. He recently, co-authored with Dr. Tom Miller a paper that reviewed the impact of the Internet on market research. He has also written on the dubious origins of the Sherman Antitrust Act, a cornerstone of marketing law in the United States.
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Marketing Management
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