This book is praised in the market for its organization, format, clarity, brevity and flexibility. The text serves as an overview for critical issues in marketing management. Its brief, inexpensive, paperback format makes it a perfect fit for instructors who assign cases, readings, simulations or offer modules on marketing management for MBA students. The text also works in courses that implement a cross-functional curriculum where the students are required to purchase several texts.
- ISBN10 0071198717
- ISBN13 9780071198714
- Publish Date 1 June 2002 (first published December 1985)
- Publish Status Cancelled
- Out of Print 15 September 2004
- Publish Country GB
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Education (ISE Editions)
- Edition 9th Revised edition
- Format Paperback
- Pages 280
- Language English