Marketing Management: Strategies and Programs (Mcgraw Hill Series in Marketing)
By Unknown Author.
Description
The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. In the fifth 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 is now placed on branding, corporate culture, quality and ethics. A separate test bank has been added; it includes multiple-choice questions in addition to essay questions. Interactive computer simulations focusing on analysis and strategy n...
ISBN(s)
0070489718, 9780070489714
