Cases in marketing management
By: Joseph P. Guiltinan, Gordon W. Paul
Contributors: Paul, Gordon W.
Series: McGraw-Hill series in marketing; McGraw-Hill series in marketing
Publisher: McGraw-Hill
Published: 1991
Place of publication: New York
Language: eng
Number of pages: 435
ISBN-13: 9780070489479
Subjects: Marketing; Management; Marketing research; Product management; Mercadotecnia; Estudio de casos; Administracion
Table of contents: title: pt. 1. Managerial perspectives on marketing; title: pt. 2. Situation analysis; title: pt. 3. Marketing strategies and programs; title: pt. 4. Coordination and control.