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Focuses on all aspects of planning, coordinating, and executing marketing strategy. Features two new chapters, on service marketing and on international marketing. The make-up of the book is about 50% text and 50% cases. The Fifth Edition contains 25 new cases (for a total of 46). The cases run from 6 to 20 pages each and include extensive exhibits to facilitate analysis. Lotus 1-2-3 templates, a forecasting program, and data for doing SPSS analysis is available for use in various cases.
Acquisto del libro
Marketing Management : Strategy and Cases, Douglas J. Dalrymple, Leonard J. Parsons
- Lingua
- Pubblicato
- 1990
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- (Copertina rigida)
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- Titolo
- Marketing Management : Strategy and Cases
- Lingua
- Inglese
- Editore
- Wiley
- Pubblicato
- 1990
- Formato
- Copertina rigida
- ISBN10
- 0471601659
- ISBN13
- 9780471601654
- Serie
- Descrizione
- Focuses on all aspects of planning, coordinating, and executing marketing strategy. Features two new chapters, on service marketing and on international marketing. The make-up of the book is about 50% text and 50% cases. The Fifth Edition contains 25 new cases (for a total of 46). The cases run from 6 to 20 pages each and include extensive exhibits to facilitate analysis. Lotus 1-2-3 templates, a forecasting program, and data for doing SPSS analysis is available for use in various cases.