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- 449pages
- 16 heures de lecture
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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.
Achat du livre
Series in Marketing: Marketing Management, Joseph P. Guiltinan, Gordon W. Paul
- Langue
- Année de publication
- 1991
- product-detail.submit-box.info.binding
- (souple),
- État du livre
- Abîmé
- Prix
- 11,30 €
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- Sous-titre
- Strategies and Programs - Fourth Edition
- Langue
- Anglais
- Auteurs
- Joseph P. Guiltinan, Gordon W. Paul
- Éditeur
- McGraw-Hill Companies
- Publié
- 1991
- Format
- souple
- Pages
- 449
- ISBN10
- 0070489424
- ISBN13
- 9780070489424
- Séries
- Mots clés
- Nonfiction, Manuels, Commerce, Affaires & Gestion, Manuels universitaires, Marketing & Ventes, Marketing et relations publiques
- Description
- 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.