Marketing Management: Strategies and Programs (MCGRAW HILL SERIES IN MARKETING) - Tapa dura

Guiltinan, Joseph; Paul, Gordon; Madden, Thomas

 
9780070490970: Marketing Management: Strategies and Programs (MCGRAW HILL SERIES IN MARKETING)
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ISBN 10: 007049097X ISBN 13: 9780070490970
Editorial: McGraw-Hill Education, 1997

Sinopsis

Unlike most marketing management texts that are overly descriptive and repetitious of prior coursework, this brief 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. A talented new coauthor, Thomas Madden of the University of South Carolina, Columbia, has been added to the team. Discussions of such important areas as market segmentation, quality, customer service, brand equity, sales promotion, direct marketing, and database marketing have been substantially strengthened. The majority of minicases, which conclude each chapter are new and involve current, high-interest subjects.

"Sinopsis" puede pertenecer a otra edición de este libro.

Reseña del editor

Unlike most marketing management texts that are overly descriptive and repetitious of prior coursework, this brief 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. A talented new coauthor, Thomas Madden of the University of South Carolina, Columbia, has been added to the team. Discussions of such important areas as market segmentation, quality, customer service, brand equity, sales promotion, direct marketing, and database marketing have been substantially strengthened. The majority of minicases, which conclude each chapter are new and involve current, high-interest subjects.

Reseña del editor

This text focuses on the middle management marketing decision students are likely to encounter in their careers. It emphasizes the fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. Area discussed include: market segmentation; quality; customer service; brand equity; sales promotion; direct marketing; and database marketing.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
McGraw-Hill Education
Año de publicación
1997
Idioma
Inglés
ISBN 10 
007049097X
ISBN 13 
9780070490970
Encuadernación
Tapa dura
Número de edición
6
Número de páginas
496
Contacto del fabricante
no disponible
Persona responsable
no disponible

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