Marketing Management

Author: Russell S. Winer
Publisher:
Publish Date: 2003-09-01
Features: Contemporary Classic MBA Textbook Series (Translated Edition), Recommended by Peking University Guanghua School of Management IMBA and MBA, Pearson Education Publishing Group's Selected Textbook Series. Potential students + Modern business concepts + Strong faculty + Excellent textbooks = First-class business elites. It provides a concise introduction to marketing strategy and its development. Starting from Chapter 3, the overall marketing strategy is integrated throughout the rest of the book, delving into the internal work of marketing managers and offering a framework for specific decision-making (such as pricing decisions). The book features a comprehensive and multi-dimensional teaching structure. For example, "Key Points of This Chapter" at the beginning of each chapter; extended, integrated, and cross-sectional case studies; vivid charts and images; chapter summaries and application exercises, as well as reference readings. As the core textbook for marketing management courses, its length and flexibility make it suitable for both teachers and students. It can serve as a textbook for senior undergraduate students in universities, as well as an ideal choice for MBA and EMBA programs. The book can also be used as a training textbook and reference for corporate management personnel.