ISBN is

9780132435109 / 0132435101

Marketing Management: Analysis, Planning, Implementation, and Control

by

Publisher:Prentice Hall College Div

Edition:Hardcover

Language:English

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About the book:

An analysis of trends and developments in global marketing management. The book includes a section on brand development as one of the keys to successful marketing. Emphasis is placed on managing business processes and core competencies, not just departmental functions. Also emphasized is the importance of teamwork between marketing and all the other functions of the business. Different perspectives are introduced in strategic market planning. The text provides company examples of creative, market-focused action.

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