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Preface to Marketing Management, Ninth Edition (Введение в маркетинг менеджмент)
J.P.Peter, J.H.J.Donnelly
USA: McGraw-Hill, 2002
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Preface to Marketing Management, 9/e, by Peter and Donnelly, is praised in the market
for its organization, format, clarity, brevity and flexibility. The text serves as
an overview for critical issues in marketing management. Its brief, inexpensive,
paperback format makes it a perfect fit for instructors who assign cases, readings,
simulations or offer modules on marketing management for MBA students. The text also
works in courses that implement a cross-functional curriculum where the students
are required to purchase several texts.
Книга представляет собой обзор ключевых проблем маркетинг менеджмента. Рекомендуется
для использования в курсе маркетинг менеджмент для слушателей MBA программ.
Содержание
Section I: Essentials of Marketing Management
Section II: Analyzing Market Problems and Cases
Section III: Financial Analysis for Marketing Decisions
Section IV: Developing Marketing Plans
Notes
Index
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