Introduction to Modern Marketing Management Principles presents a new framework for the fundamental principles in marketing management. The guiding principle is that marketing management entails holistic management of the factors that companies employ to help form customer preferences, and these fac[...]

Provides a framework for the fundamental principles in marketing management. In this book, the guiding principle is that marketing management entails holistic management of the factors companies employ to help form the customer preferences and that these factors are interrelated and interdependent.[...]