Marketing Management: Knowledge and Skills (6th Edition)

This is a text and casebook. The text portion is from "A Preface to Marketing Management", and is intended to serve as an overview for critical issues in marketing management. There are over 40 cases and more than 60 per cent are new to this edition. Several of the cases feature technology companies and highlight new examples. The book shows how teams of people representing all areas of business work together to solve problems and create business strategies. The expanded coverage of marketing research offers an emphasis on both qualitative and quantitative research methods.