Anderson and Vincze prepare students to recognize, embrace, and manage change by focusing on higher-level strategic issues and decision making in marketing management. The Second Edition features an integrated approach that combines both theory and cases in a single volume for easy reference and evaluation. One of the most up-to-date collections available, the comprehensive cases have all been class-tested and cover a range of small, medium, and large organizations across several industries and environments.Mini-cases offer ...

Strategic Marketing Management 2003, Houghton Mifflin, Boston, MA

ISBN-13: 9780618338078

2nd edition

Hardcover

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