Wiley series in management

1 total work

Marketing Management - Strategy and Cases

by Douglas J. Dalrymple and Leonard J. Parsons

Published May 1976

A comprehensive text and case book focusing on the problems of planning, coordinating and executing the marketing program. Fourty-four cases, including 25 new ones and 19 involving multinational corporations, add realism and a practical dimension to the course. Both the text and cases encourage the analysis of data and sophisticated decision making.