Essentials of Marketing Management
By Unknown Author.
Description
This is a textbook that instructors can connect with and students can learn from, in that it pulls them into the world of marketing through real-world applications. This textbook stays current by covering the hottest topics in this course area, such as Customer Relationship Management and Metrics, in a user-friendly, non-encyclopedic format. Marshall/Johnston's "Essentials of Marketing Management" has taken great effort to represent marketing management the way it is actually practiced in successful organisations today. In our view, leading and managing the aspects of marketi...
ISBN(s)
0071082026, 9780071082020
