A comprehensive text and case book focusing on the problems of planning, coordinating and executing the marketing program. Fourty-four cases, including 25 new ones and 19 involving multinational corporations, add realism and a practical dimension to the course. Both the text and cases encourage the analysis of data and sophisticated decision making.
- ISBN10 0471191302
- ISBN13 9780471191308
- Publish Date May 1976
- Publish Status Out of Print
- Out of Print 4 April 2000
- Publish Country GB
- Imprint John Wiley & Sons
- Format Hardcover
- Pages 654
- Language English