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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.
Compra de libros
Marketing Management, Douglas J. Dalrymple, Leonard J. Parsons
- Idioma
- Publicado en
- 1986
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- (Tapa blanda)
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- Título
- Marketing Management
- Idioma
- Inglés
- Publicado en
- 1986
- Formato
- Tapa blanda
- ISBN10
- 0471010987
- ISBN13
- 9780471010982
- Serie
- Etiquetas
- No ficción, Comercio, Negocios & Gestión, Marketing & Ventas, Marketing y relaciones públicas
- Descripción
- 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.