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Marketing management

Author: Greg W Marshall; Mark W Johnston
Publisher: Boston : McGraw-Hill Irwin, ©2010.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"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."--Publisher.
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Document Type: Book
All Authors / Contributors: Greg W Marshall; Mark W Johnston
ISBN: 9780073529790 0073529796 9780071288651 0071288651
OCLC Number: 170922517
Description: 1 volume (various pagings) : color illustrations, color map ; 29 cm
Contents: pt. 1. Introduction to Marketing Management --
pt. 2. Information Drives Marketing Decision Making --
pt. 3. Developing the Value Offering --
pt. 4. Communicating and Delivering the Value Offering.
Responsibility: Greg W. Marshall, Mark W. Johnston.

Abstract:

Suitable for both instructors and students, this book intends to pull them into the world of marketing through real-world applications. It covers various topics in this course area, such as Customer  Read more...

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