This text focuses on the middle-management marketing decisions students are most likely to encounter in their careers. It emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. In this edition, the sections on market segmentation, differential positioning, product-line marketing strategies and factors in new product success and failure have been rewritten and more emphasis placed on branding, corporate culture, quality and ethics. A separate test bank has been added, which includes multiple-choice questions, as well as essay questions. Interactive computer simulations focusing on analysis and strategy now accompany the text.
- ISBN10 0070489246
- ISBN13 9780070489240
- Publish Date 1 January 1985 (first published 1 January 1982)
- Publish Status Out of Print
- Out of Print 4 May 2011
- Publish Country US
- Imprint McGraw-Hill Companies
- Edition 2nd ed.
- Format Hardcover
- Pages 444
- Language English