Marketing Management: Tutorials and Cases (with CD-ROM)

Author: (USA) John Quelch
Publisher:
Publish Date: 2004-06-01
Features: This book is a new authoritative work on marketing in the United States. Compiled by renowned professors at the Harvard Business School, including John Quelch. 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 writing is vivid and easy to read, accompanied by numerous charts and diagrams. This book is suitable for graduate students in business administration and marketing professionals.