This text focuses on the middle management marketing decisions students are most likely to encounter in their careers. The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. The new fifth edition adds a new chapter on competitive analysis, a new appendix on source of marketing information and integrates international dimensions throughout.
- ISBN10 0071008314
- ISBN13 9780071008310
- Publish Date 1 August 1991 (first published 1 January 1991)
- Publish Status Unknown
- Publish Country GB
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Education (ISE Editions)
- Edition 4th edition
- Format Paperback
- Pages 480
- Language English