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Marketing Management: Strategies and Programs (McGraw-Hill Series in Marketing)

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Marketing Management: Strategies and Programs (McGraw-Hill Series in Marketing) image
ISBN-10:

0070489424

ISBN-13:

9780070489424

Author(s): Guiltinan, Joseph P.
Edition: 4th
Released: Jan 01, 1991
Publisher: McGraw-Hill Companies
Format: Paperback, 449 pages
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Description:

This text focuses on the middle management marketing decisions students are most likely to encounter in their careers. The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. The new fifth edition adds a new chapter on competitive analysis, a new appendix on source of marketing information and integrates international dimensions throughout.

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