MARKETING MANAGEMENT: TEXT AND CASES

MARKETING MANAGEMENT: TEXT AND CASES

All the Skills Students Need to Succeed in Today’s Competitive Business World Completely updated and revised, the Seventh Edition focuses on all aspects of planning, coordinating and executing a successful marketing strategy. Covering the key marketing management concepts, this popular and comprehensive text shows students how to apply the material in today’s business environment. And with the help of 39 case studies, they’ll quickly develop the decision-making and critical-thinking skills needed to solve realistic marketing problems. New Features of the Seventh EditionUpdated Marketing in Action and Marketing Strategies boxes provide real-world examples that demonstrate how the material is applied in business.The Internet is fully integrated with all marketing activities. The authors provide broad Internet coverage and many examples in the distribution, direct marketing, promotion, services marketing, and advertising chapters.New "Applying… to" and "Integrating… with" sections highlight topical marketing and business areas.26 new case studies have been added that cover a wide range of products and organizations. Most of these cases focus on the global business environment..Internet coverage is integrated throughout thebook.Globalization is thoroughly discussed and the concepts are reinforced through examples, questions, and cases.SPSS(r) Student Version for Windows 9.0 is available to accompany the text.
Editora: JOHN WILEY
ISBN: 0471332380
ISBN13: 9780471332381
Edição: 7ª Edição - 2000
Número de Páginas: 720
Acabamento: HARDCOVER