Anderson and Vincze prepare students to recognize, embrace, and manage change by focusing on higher-level strategic issues and decision making in marketing management. The Second Edition features an integrated approach that combines both theory and cases in a single volume for easy reference and evaluation. One of the most up-to-date collections available, the comprehensive cases have all been class-tested and cover a range of small, medium, and large organizations across several industries and environments.Mini-cases offer more choices for flexible casework in and outside of class and the Marketing Plan appendix can be assigned throughout the semester. Experiential exercises encourage students to practice applying chapter concepts to real-world scenarios.
- ISBN10 0618338071
- ISBN13 9780618338078
- Publish Date 17 July 2003
- Publish Status Out of Print
- Out of Print 6 October 2011
- Publish Country US
- Publisher Houghton Mifflin
- Imprint Houghton Mifflin (Academic)
- Edition 2nd edition
- Format Hardcover
- Pages 11
- Language English