Marketing Management
Peter

Marketing Management: Knowledge and Skills, 8/e, by Peter and Donnelly, serves as an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze the marketing process and through 40 cases (12 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies.Cases: 50% of the 45 cases are new. All the cases feature domestic and global companies, high-tech companies, consumer and organizational products, small and large businesses, products and services, and manufacturers and channel members-all chosen to highlight marketing management principles and strategies in action. Both the new and żclassicż cases feature themes relevant to the marketing manager: global, technology, ethics, and services, strategic partnerships, creativity, vision, values, relationship marketing. Nine of the cases include in-class exercises or experiential team exercises and several include video instruction and discussion questions to enhance student interest, thinking and analysis.

Informacje dodatkowe o Marketing Management:

Wydawnictwo: angielskie
Data wydania: b.d
Kategoria: Ekonomia
ISBN: 978-0-07-110722-8
Liczba stron: 0