Basic Marketing Management 2e - Brossura

J. Dalrymple, Douglas

Brossura

ISBN 10: 0471353922 ISBN 13: 9780471353928

Casa editrice: John Wiley & Sons, 2000

Riassunto

To accommodate instructors who either don't use cases or prefer to select their own, we offer a marketing management book that focuses exclusively on text material. In addition, to keep the price of the book affordable, we have chosen to publish this book in a paperback form. Like the Marketing Management: Text and Cases, Seventh Edition text, this book is intended for the Sr/MBA course in Marketing Management or Marketing Strategy. 15 chapters provide good coverage of the subject in a compact format.

Su questo libro

Informazioni sull?autore

Douglas J. Dalrymple and Leonard J. Parsons are the authors of Basic Marketing Management, 2nd Edition, published by Wiley.

Dalla quarta di copertina

Everything You Need to Create Effective Marketing Strategies! With its engaging writing style and clear presentation, this how-to book provides you with the core marketing management concepts that everyone must know to compete in today's business environment. Updated to reflect the current marketplace, the book spotlights hot topics such as electronic commerce, brand equity, database marketing, relationship marketing, business to business marketing, and interfunctional coordination. And with the help of real-world examples, you'll learn how to apply the material to plan, coordinate, and execute a successful marketing strategy. Key Features of the Second Edition
* Updated Marketing in Action and Marketing Strategies boxes provide real-world examples that demonstrate how the material is applied in business.
* "New Applying. To" and "Integrating. With" sections highlight topical marketing and business areas.
* Internet coverage is integrated throughout the book.
* Globalization is thoroughly discussed and the concepts are reinforced through examples and questions.
* Ethics questions.
* SPSS(r) Student Version for Windows 9.0 is available to accompany the text.

Dettagli dell'edizione

• Editore: John Wiley & Sons
• Data di pubblicazione: 2000
• Lingua: Inglese
• ISBN 10: 0471353922
• ISBN 13: 9780471353928
• Rilegatura: Copertina flessibile
• Numero di pagine: 356
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile