Marketing management : analysis, planning, implementation, and control /
Focuses on decisions marketing managers and top management face in their efforts to harmonize the objectives and resources of the organization and the needs and opportunities of the marketplace. The book applies marketing thinking to products and services, consumer and industrial markets
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| Format: | Livre |
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Englewood Cliffs, N.J. :
Prentice-Hall,
c1991.
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| Édition: | 7th ed. |
| Collection: | Prentice-Hall series in marketing
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Table des matières:
- Understanding marketing management Analyzing marketing opportunities Researching and selecting target markets Designing marketing strategies Planning marketing programs Organizing, implementing, and controlling marketing effort