Marketing Management: Providing, Communicating and Delivering Value
- ISBN-10
- 0130653438
- ISBN-13
- 9780130653437
- Series
- Marketing Management
- Pages
- 990
- Language
- English
- Published
- 1995
- Publisher
- Prentice Hall
- Author
- Frank Bradley
Description
A comprehensive examination of all aspects of the management of marketing, this is a mainstream text based on the premise that marketing is a universal management function with strong strategic elements which are operationalized in different ways in different parts of the world. Conceptual material reflects up to date perspectives on academic and company research. The applied material seeks to demonstrate the universality of marketing management by drawing on illustrations from a wide range of geographic and industry settings.
