Marketing Management: Strategies and Programs (McGraw-Hill series in marketing)

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9780070489424: Marketing Management: Strategies and Programs (McGraw-Hill series in marketing)

This text focuses on the middle management marketing decisions students are most likely to encounter in their careers. The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. The new fifth edition adds a new chapter on competitive analysis, a new appendix on source of marketing information and integrates international dimensions throughout.

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Guiltinan, Joseph; Paul, Gordon W.
ISBN 10: 0070489424 ISBN 13: 9780070489424
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