Marketing Management: Text and Cases (MCGRAW HILL/IRWIN SERIES IN MARKETING)

MARKETING MANAGEMENT is the end-result of more than four years of course design, case construction, revision, and teaching of the first year marketing course at the Harvard Business School. It is primarily a Harvard case book with short, well-written text material leading into each case section. The first half of the book looks at the 4 P's, and the second half looks at implementing and executing the marketing process. This text represents a new generation of the previous Bonoma & Kosnik book.