9780131405479

Marketing Management

  • ISBN 13:

    9780131405479

  • ISBN 10:

    0131405470

  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 01/01/2004
  • Publisher: Prentice Hall
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

This volume reflects the dynamic environment inhabited by today's marketers, helping readers understand the marketplace and the impact of technology on making strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in professional work.Subjects include marketing philosophy and strategy such as market research, customer behavior and market structure, and marketing decision-making and analysis, including product decisions, advertising strategy, pricing and customer relationship management.For marketing professionals, product and brand managers.

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