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A preface to marketing management /

By: Contributor(s): Material type: TextTextPublisher: Boston, Massachusetts : Irwin, McGraw-Hill, [2000]Copyright date: ©2000Edition: Eighth edition; International editionDescription: xviii, 318 pages : illustrations ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780073661513
  • 9780071169776
  • 0071169776
Subject(s): DDC classification:
  • 658.802 PEA 23
Contents:
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Book Non-borrowing Book Non-borrowing Library B Business and Finance 658.802 PEA (Browse shelf(Opens below)) Not For Loan 1000921
Total holds: 0

Includes bibliographical references and index.

Increased coverage of cross-functional teams: Each chapter has cross-functional examples, coverage, and topics woven throughout the text. The text demonstrates how teams of people representing all areas of business work together to solve problems and create business strategies. Example coverage of cross-functional teams can be seen in Chapter 1 (Strategic Planning and the Marketing Management Process), Chapter 6 (the Product Management discussion), Chapter 9 (Personal Selling). This coverage reflects the business world today.
Expanded coverage of marketing research: This expanded coverage offers an emphasis on both qualitative and quantitative research methods. Marketing information systems and sources of marketing research information are also discussed. Preface to Marketing Management also includes new material on marketing research in global markets.

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