Marketing Management, Second Edition: Marketing Management

Author: None
Publisher: Thomson Learning
Publication Date: 2001-01-01
Features: A marketing management course shouldn't be treated like a principles class. And an upper-level text doesn't need to be written like an encyclopedia. That's why Marketing Management, 2e takes a direct, "no-bull" approach, bringing concepts to life without dry explanations and unnecessary "extra" information. Theoretical and practical considerations are balanced throughout. Coverage of critical and contemporary marketing topics includes integration of e-commerce and a unique chapter on estimating marketing demand. This second edition introduces all the essential elements for a top-tier marketing management course. The authors provide a comprehensive and balanced exposition of the theory and application of marketing management. The book also offers in-depth discussions on key contemporary marketing issues, such as e-commerce and estimating marketing demand. Original title: Marketing Management with InfoTrac College Edition, 2nd.