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Marketing management Book

Marketing management
Marketing management, , Marketing management has a rating of 3 stars
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Marketing management, , Marketing management
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  • Marketing management
  • Written by author Douglas J. Dalrymple,Leonard J. Parsons
  • Published by New York : Wiley, c1990., 1990/03/21
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Focuses on all aspects of planning, coordinating, and executing marketing strategy. Features two new chapters, on service marketing and on international marketing. The make-up of the book is about 50% text and 50% cases. The Fifth Edition contains 25 new cases (for a total of 46). The cases run from 6 to 20 pages each and include extensive exhibits to facilitate analysis. Lotus 1-2-3 templates, a forecasting program, and data for doing SPSS analysis is available for use in various cases.


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