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Strategic Marketing Management (Practice of Management) (Стратегический маркетинг менеджмент: практика менеджмента)

Опубликовано на портале: 30-10-2003
Harvard: Harvard Business School Press, 1992
Тематический раздел:
This text for marketing management covers basic concepts and emerging issues through readings by leading academics and practitioners. Vital issues for the 1990s are explored: ethical and legal aspects of marketing, the services industry, and multinational marketing. The book also looks at basics such as the four Ps and gives cutting-edge strategies for traditional marketing concerns, from market penetration to marketing plan development, implementation, and control.