Marketing Management: Text and Cases (MCGRAW HILL/IRWIN SERIES IN MARKETING) - Hardcover

Quelch, John A.; Dolan, Robert J.; Kosnik, Thomas J.

Hardcover

ISBN 10: 0256109559 ISBN 13: 9780256109559

Publisher: Richard d Irwin, 1993

Synopsis

MARKETING MANAGEMENT is the end-result of more than four years of course design, case construction, revision, and teaching of the first year marketing course at the Harvard Business School. It is primarily a Harvard case book with short, well-written text material leading into each case section. The first half of the book looks at the 4 P's, and the second half looks at implementing and executing the marketing process. This text represents a new generation of the previous Bonoma & Kosnik book.

About this title

About the Author

Since 1984, Harvard Business School Press has been dedicated to publishing the most contemporary management thinking, written by authors and practitioners who are leading the way. Whether readers are seeking big-picture strategic thinking or tactical problem solving, advice in managing global corporations or for developing personal careers, HBS Press helps fuel the fire of innovative thought. HBS Press has earned a reputation as the springboard of thought for both established and emerging business leaders.

Edition details

• Publisher: Richard d Irwin
• Publication date: 1993
• Language: English
• ISBN 10: 0256109559
• ISBN 13: 9780256109559
• Binding: Hardcover
• Number of pages: 960