Marketing Management: An Overview provides an alternative to the traditional marketing management texts in the market. This new text offers a concise overview for the advanced level marketing course, enabling instructors to incorporate other materials, such as cases, into the course. Features: * Unlike traditional marketing management textbooks, this new condensed text provides a concise presentation of concepts, allowing for the use of cases to illustrate text materials. * Unlike other brief books, Lewison's text offers a strategic orientation and has great managerial focus. * A unique and innovative chapter focuses on making the corporation competitive. * Real-world applications are incorporated throughout the text. * The text addresses such AACSB mandates as cross functionalism, technology and strategy.
- ISBN10 0030981530
- ISBN13 9780030981531
- Publish Date 1 November 1997
- Publish Status Active
- Out of Print 24 November 2004
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint South-Western
- Format Hardcover
- Pages 450
- Language English