A Preface to Marketing Management
- ISBN-10
- 0070939888
- ISBN-13
- 9780070939882
- Series
- A Preface to Marketing Management
- Category
- Marketing
- Pages
- 272
- Language
- English
- Published
- 2008-05-30
- Authors
- James H. Donnelly, J. Paul Peter, Mark B. Vandenbosch
Description
The Canadian Edition ofA Preface to Marketing Managementdelivers the basic principles of marketing in a format praised for its organization, clarity and brevity. In providing an overview of the critical issues in marketing management, Canadian text author Mark Vandenbosch-one of the lead researchers in Canada for Marketing Management—has included a range of cases, examples and statistics for a Canadian audience. Large well-known names such as Loblaws, Bombardier and Research In Motion, to smaller, innovative companies, like Mallory Industries (car detailing accessories) and Vacances Tours Mont-Royal (vacation packages), are represented.For instructors who assign cases, readings, simulations, or offer modules on marketing management for MBA cases, Peter's brief format is a perfect fit. New to the Canadian edition are two-part case vignettes opening and ending each chapter, end-of-chapter Internet Exercises and updated Marketing Highlight Boxes. All chapters contain new additional references for student use.
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