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Bibliographic Details

Title: Marketing Management
Publisher: Pearson College Div
Publication Date: 1998
Language: English
ISBN 10: 0023051620
ISBN 13: 9780023051623
Binding: Hardcover
Condition: very_good

About this title

Synopsis

This work emphasizes how marketing as an overall philosophy contributes to sound decision making. It integrates scholarly research with industry practice.

From the Back Cover

Designed to bridge the gap between rich academic literature and the world of marketing practice

This book combines a thorough, engaging -- and readable -- scholarly approach showing how the theory works in practice, with current, detailed examples that show how marketing managers make decisions in all areas of the marketing mix. Varied pedagogy and strong supplements package support different learning styles and make even the most complex concepts come alive.

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