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Preface to Marketing Management (Irwin Series in Marketing)
  
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Preface to Marketing Management (Irwin Series in Marketing) (Paperback)

by J.Paul Peter (Author), James H. Donnelly (Author)
5.0 out of 5 stars  (2 customer reviews)
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Product details

  • Paperback: 368 pages
  • Publisher: Irwin Professional (USA); 7Rev Ed edition (Oct 1996)
  • Language English
  • ISBN-10: 0256202818
  • ISBN-13: 978-0256202816
  • Product Dimensions: 23.5 x 19 x 1.9 cm
  • Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
  • Other Editions: Hardcover (4Rev Ed) |  Paperback (11) |  All Editions

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Product Description

Book Description
Preface to Marketing Management, Eighth Edition, is praised in the market for its organization, format, clarity, brevity, and flexibility. It is intended to serve as an overview for critical issues in marketing management. The inexpensive, brief, paperback format makes it a perfect fit for schools that wish to assign cases, readings, simulations or to offer a module on marketing management for MBA students. It is also perfect for a school that is implementing a cross-functional curriculum where the students are often required to purchase several texts.
--This text refers to the Paperback edition.

Synopsis
Providing an overview of critical issues in marketing management, this work features sections on creativity, vision and values, relationship marketing and strategic partnerships.

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