Marketing & Sales Management, Marketing - General & Miscellaneous, Marketing - Professional & Reference, Business Software
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Overview
The book and cases are designed to help readers gain an appreciation for the types of issues in marketing strategy management and develop the analytical and thinking skills necessary to make good decisions in real-world marketing situations. This paperback book offers a collection of marketing problem cases of actual firms, describes a methodology for analyzing cases, and provides accompanying sophisticated but user-friendly software (based on the methodology) that readers can use to work through the cases. Appropriate for those interested in Marketing Management and Marketing StrategyEditorials
Booknews
Presents 32 strategic marketing case studies representing a wide range of marketing problems and industries, including consumer and industrial situations. The first five chapters introduce and describe analysis methods used, followed by the case studies. Appendices describe how to use the computer program that comes with the volume to analyze cases. Annotation c. by Book News, Inc., Portland, Or.Book Details
Published
November 25, 1997
Publisher
Upper Saddle River, N.J. : Prentice Hall, c1998.
Pages
360
Format
Paperback
ISBN
9780023794247