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Focuses on all aspects of planning, coordinating, and executing marketing strategy. Features two new chapters, on service marketing and on international marketing. The make-up of the book is about 50% text and 50% cases. The Fifth Edition contains 25 new cases (for a total of 46). The cases run from 6 to 20 pages each and include extensive exhibits to facilitate analysis. Lotus 1-2-3 templates, a forecasting program, and data for doing SPSS analysis is available for use in various cases.
Zakup książki
Marketing Management, Douglas J. Dalrymple, Leonard J. Parsons
- Język
- Rok wydania
- 1986
- Oprawa
- (miękka)
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- Tytuł
- Marketing Management
- Język
- angielski
- Rok wydania
- 1986
- Oprawa
- miękka
- ISBN10
- 0471010987
- ISBN13
- 9780471010982
- Seria
- Tagi
- Biznes, Marketing i PR
- Opis
- Focuses on all aspects of planning, coordinating, and executing marketing strategy. Features two new chapters, on service marketing and on international marketing. The make-up of the book is about 50% text and 50% cases. The Fifth Edition contains 25 new cases (for a total of 46). The cases run from 6 to 20 pages each and include extensive exhibits to facilitate analysis. Lotus 1-2-3 templates, a forecasting program, and data for doing SPSS analysis is available for use in various cases.