Focuses on all aspects of planning, coordinating and executing marketing strategy. Includes the main concepts and terms associated with marketing management. Contains new chapters on competitive analysis, sales promotion, direct marketing and an increased emphasis on international trade and foreign marketing strategies.
- ISBN10 0471233188
- ISBN13 9780471233183
- Publish Date 16 September 2002 (first published 1 August 1994)
- Publish Status Cancelled
- Out of Print 14 November 2003
- Publish Country US
- Imprint John Wiley & Sons Inc
- Edition 2nd Revised edition
- Language English