Focusing on marketing planning, this text is suitable for courses in product management, product pricing and brand management as well a marketing management and marketing strategy where brevity, no coverage of the 4Ps, a heavy strategic focus and an emphasis on a marketing plan are desired. Conceptual and analytical in its approach, it centres on industry competitor and customer analysis and includes numerous examples.
| ISBN-13: | 9780071154239 |
| ISBN-10: | 007115423X |
| Publisher: | Irwin |
| Publication date: | 1997 |
| Edition description: | Internat.2r.e. |
| Pages: | 211 |
| Product dimensions: | Weight: 0.5070632026 Pounds |
| Author: | Donald R. Lehmann, Russell S. Winer |
| Language: | en |
| Binding: | Paperback |
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