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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.
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Marketing Management : Strategy and Cases, Douglas J. Dalrymple, Leonard J. Parsons
- Langue
- Année de publication
- 1990
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- (rigide)
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- Titre
- Marketing Management : Strategy and Cases
- Langue
- Anglais
- Éditeur
- Wiley
- Publié
- 1990
- Format
- rigide
- ISBN10
- 0471601659
- ISBN13
- 9780471601654
- Séries
- Mots clés
- Nonfiction, Commerce, Affaires & Gestion, Marketing & Ventes, Marketing et relations publiques
- Description
- 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.