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This text focuses on the middle-management marketing decisions students are most likely to encounter in their careers. It emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. In this edition, the sections on market segmentation, differential positioning, product-line marketing strategies and factors in new product success and failure have been rewritten and more emphasis placed on branding, corporate culture, quality and ethics. A separate test bank has been added, which includes multiple-choice questions, as well as essay questions. Interactive computer simulations focusing on analysis and strategy now accompany the text.
Zakup książki
Series in Marketing: Marketing Management, Joseph P. Guiltinan, Gordon W. Paul
- Język
- Rok wydania
- 1991
- Oprawa
- (miękka),
- Stan książki
- Uszkodzony
- Cena
- 11,97 zł
Metody płatności
Nikt jeszcze nie ocenił.
- Tytuł
- Series in Marketing: Marketing Management
- Podtytuł
- Strategies and Programs - Fourth Edition
- Język
- angielski
- Autorzy
- Joseph P. Guiltinan, Gordon W. Paul
- Wydawca
- McGraw-Hill Companies
- Rok wydania
- 1991
- Oprawa
- miękka
- Liczba stron
- 449
- ISBN10
- 0070489424
- ISBN13
- 9780070489424
- Seria
- Opis
- This text focuses on the middle-management marketing decisions students are most likely to encounter in their careers. It emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. In this edition, the sections on market segmentation, differential positioning, product-line marketing strategies and factors in new product success and failure have been rewritten and more emphasis placed on branding, corporate culture, quality and ethics. A separate test bank has been added, which includes multiple-choice questions, as well as essay questions. Interactive computer simulations focusing on analysis and strategy now accompany the text.