Marketing Management Tutorial and Cases (Series of the latest authoritative business management textbooks in the USA): Tutorial and Cases

Author: John Quelch
Publisher:
Publish Date: 1999-11-01
Features: This book is a newly authoritative work on marketing in the United States. Compiled by renowned professor John Quelch of Harvard Business School and others. The book is divided into two parts: "Marketing Mix" and "Marketing Process." The first part introduces communication, pricing, product, and distribution strategies in marketing. The second part includes market research, marketing strategy planning, marketing plan development, and how to organize and implement. Each chapter includes text and several case studies. The language is vivid, easy to read, and accompanied by multiple charts. This book is suitable for graduate students in business administration and marketing professionals.