Marketing Strategy and Management

Takes an analytical and strategic approach to marketing, providing a framework for the direction and management of the marketing function that helps students make effective marketing decisions. This work incorporates research examples and cases to encourage students to apply theoretical principles a [...]
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Takes an analytical and strategic approach to marketing, providing a framework for the direction and management of the marketing function that helps students make effective marketing decisions. This work incorporates research examples and cases to encourage students to apply theoretical principles and frameworks to practical real-world situations.