Presenting a unique approach to marketing, this book focuses on what today's manager must know in order to develop an effective marketing strategy and manage the marketing process. It provides readers with a set of concepts and ideas for approaching marketing decisions along with tools for the structuring and analysis of managerial problems in marketing. Throughout the chapters, the emphasis is placed on the customers and meeting their needs.
- ISBN10 0471272663
- ISBN13 9780471272663
- Publish Date 18 July 2003
- Publish Status Cancelled
- Publish Country US
- Imprint John Wiley & Sons Inc
- Pages 550
- Language English