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Synopsis
This text focuses on the middle-management marketing decisions students are most likely to encounter in their careers. It emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. In this edition, the sections on market segmentation, differential positioning, product-line marketing strategies and factors in new product success and failure have been rewritten and more emphasis placed on branding, corporate culture, quality and ethics. A separate test bank has been added, which includes multiple-choice questions, as well as essay questions. Interactive computer simulations focusing on analysis and strategy now accompany the text.
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- PublisherMcGraw-Hill Companies
- Publication date1991
- ISBN 10 0070489424
- ISBN 13 9780070489424
- BindingPaperback
- LanguageEnglish
- Edition number4
- Number of pages449
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Marketing Management: Strategies and Programs (McGraw-Hill Series in Marketing)
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Marketing Management: Strategies and Programs (McGraw-Hill Series in Marketing)
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Marketing Management: Strategies and Programs (McGraw-Hill Series in Marketing)
Seller: HPB-Red, Dallas, TX, U.S.A.
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paperback. Condition: Acceptable. Connecting readers with great books since 1972. Used textbooks may not include companion materials such as access codes, etc. May have condition issues including wear and notes/highlighting. We ship orders daily and Customer Service is our top priority! Seller Inventory # S_425523731
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Marketing Management: Strategies and Programs
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