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The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small.

Drawing on its authors' wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions – both good and not-so-good – from around the world in companies ranging from entrepreneurial start-ups to multi-national giants.

This edition continues to be the most current and internet-savvy book available, injecting the latest developments in internet-based communication and distribution technology into every chapter.

Boekdetails

Formaat
Paperback / softback
Uitgever
McGraw-Hill Education - Europe
Imprint
McGraw Hill Higher Education
Auteur
John Mullins || Orville Walker, McGraw Hill Higher Education, McGraw-Hill Education - Europe
ISBN-13
9780071326377
Verschijningsdatum
2012-05-16
Editie
8th edition
Afmetingen
205 mm × 255 mm × 20 mm
Gewicht
985 g

Paperback / softback

Marketing Management: A Strategic Decision-Making Approach

door John Mullins || Orville Walker

€ 44,99
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