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Marketing management : a strategic decision-making approach, eighth edition

The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small. Drawing on its authors' wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions -- both good and not-so-good -- from around the world in companies ranging from entrepreneurial start-ups to multi-national giants. This edition continues to be the most current and internet-savvy book available, injecting the latest developments in internet-based communication and distribution technology into every chapter.

Availability

Detail Information

Series Title

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Call Number

658.8 Wal m

Publisher

New York : McGraw-Hill., 2013

Collation

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Language

English

ISBN/ISSN

9780071326377

Classification

658.8

Content Type

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Media Type

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Carrier Type

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Edition

eighth edition

Subject(s)

Marketing--Management

Specific Detail Info

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Statement of Responsibility

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Other version/related

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