Marketing Management: An Overview
- ISBN-10
- 0030981530
- ISBN-13
- 9780030981531
- Series
- Marketing Management
- Category
- Business & Economics / Management
- Pages
- 464
- Language
- English
- Published
- 1996
- Publisher
- Dryden Press
- Author
- Dale M. Lewison
Description
Marketing Management: An Overview provides an alternative to the traditional marketing management texts in the market. This new text offers a concise overview for the advanced level marketing course, enabling instructors to incorporate other materials, such as cases, into the course. Features: * Unlike traditional marketing management textbooks, this new condensed text provides a concise presentation of concepts, allowing for the use of cases to illustrate text materials. * Unlike other brief books, Lewison's text offers a strategic orientation and has great managerial focus. * A unique and innovative chapter focuses on making the corporation competitive. * Real-world applications are incorporated throughout the text. * The text addresses such AACSB mandates as cross functionalism, technology and strategy.
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