Marketing Management
- ISBN-10
- 0131228013
- ISBN-13
- 9780131228016
- Series
- Marketing Management
- Pages
- 481
- Language
- English
- Published
- 2004
- Publisher
- Prentice Hall
- Author
- Russell S. Winer
Description
For upper-level undergraduate or MBA "core" courses in Marketing Management.
This book is perfect for getting to the core concepts for any Marketing Management course, but particularly fitting for instructors who like to introduce cases and other source material. Unique and central to this book is the Marketing Strategy Framework, which is introduced in chapter two and continues throughout the rest of the book.
