For upper-level undergraduate or MBA “core” courses in Marketing Management.
This book is perfect for getting to the core concepts for any Marketing Management course, but particularly fitting for instructors who like to introduce cases and other source material. Unique and central to this book is the Marketing Strategy Framework, which is introduced in chapter two and continues throughout the rest of the book.
- ISBN10 0131405470
- ISBN13 9780131405479
- Publish Date 16 June 2003 (first published 5 August 1999)
- Publish Status Out of Print
- Out of Print 20 May 2007
- Publish Country US
- Imprint Pearson
- Edition 2nd edition
- Format Hardcover
- Pages 512
- Language English