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This volume reflects the dynamic environment inhabited by today's marketers, helping readers understand the marketplace and the impact of technology on making strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in professional work. Subjects include marketing philosophy and strategy such as market research, customer behavior and market structure, and marketing decision-making and analysis, including product decisions, advertising strategy, pricing and customer relationship management. For marketing professionals, product and brand managers.
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- PublisherPearson College Div
- Publication date2006
- ISBN 10 0131963341
- ISBN 13 9780131963344
- BindingHardcover
- Edition number3
- Number of pages500
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