This text is designed for management courses in which decision-focused cases are an important element, or where student projects, such as the development of a marketing plan, are assigned. An introductory vignette for a real company facing a real decision, together with an introductory marketing challenges section, identifies the decisions addressed in each chapter's material. In this forth edition, "Take Aways" replace chapter summaries, these are intended to higlight key learning points and the analytical frameworks developed in each chapter. Real-life examples show the important aspects of good decision-making and show students how choices made by decison-makers affect marketers and their work.
- ISBN10 0256125767
- ISBN13 9780256125764
- Publish Date 1 January 1995 (first published August 1972)
- Publish Status Active
- Out of Print 1 June 2001
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint Irwin Professional Publishing
- Edition 2nd Revised edition
- Format Hardcover
- Pages 576
- Language English