Strategic Marketing Management: Meeting the Global Marketing Challenge
- ISBN-10
- 039587050X
- ISBN-13
- 9780395870501
- Series
- Strategic Marketing Management
- Pages
- 486
- Language
- English
- Published
- 2000
- Publisher
- Houghton Mifflin
- Authors
- Julian W. Vincze, Carol H. Anderson
Description
This text offers comprehensive coverage of current marketing management concepts and issues such as globalization, information age economy, ethics, and the environment. Each chapter opens with a scenario that introduces students to the topic, a margin glossary throughout defines special terms, and end-of-chapter discussion questions and exercises test students' understanding of the material.
The supplementary casebook, which may be used with any marketing text, provides timely, relevant studies of organizations in a wide range of industries.
