Noted for its numerous cases, this comprehensive textbook focuses on all aspects of planning, co-ordinating and executing marketing strategy. It includes the main terms and concepts associated with marketing management, as well as a wide range of cases which provide readers with opportunities to apply what they have learned by solving realistic marketing problems. As such, it can be used on both marketing management and marketing strategy courses at undergraduate and particularly MBA levels. Coverage of marketing research, cases on consumer products and foreign companies doing business in the USA, and three new chapters addressing competitive analyses and product positioning, direct marketing and sales promotion are integrated throughout the book.
- ISBN10 0471600024
- ISBN13 9780471600022
- Publish Date 5 January 1995 (first published 25 January 1990)
- Publish Status Out of Print
- Out of Print 14 May 1997
- Publish Country US
- Publisher John Wiley and Sons Ltd
- Imprint John Wiley and Sons (WIE)
- Edition International 2 Revised ed
- Format Paperback
- Pages 1008
- Language English