Marketing Management : Strategy and Cases

Autori

• Douglas J. Dalrymple
• Leonard J. Parsons

Parametri

• Marketing e PR

Maggiori informazioni sul libro

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.

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Lingua: Inglese

Pubblicato: 1990

(Copertina rigida)