This text focuses on the middle management marketing decision students are likely to encounter in their careers. It emphasizes the fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. Areas discussed include: market segmentation; quality; customer service; brand equity; sales promotion; direct marketing; and database marketing.
| ISBN-13: | 9780071142557 |
| ISBN-10: | 007114255X |
| Publisher: | McGraw-Hill |
| Publication date: | 1997 |
| Edition description: | 6 |
| Pages: | 463 |
| Product dimensions: | Height: 9.17321 Inches, Length: 7.16534 Inches, Weight: 1.69976404002 Pounds, Width: 1.06299 Inches |
| Author: | Joseph P. Guiltinan, Gordon W. Paul, Thomas J. Madden |
| Language: | en |
| Binding: | Paperback |
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