Marketing Management and Strategy

Description

A core text for MBA marketing management courses, and for university short courses for executives; a supplemental text for undergraduate and postgraduate marketing strategy courses, and CIM strategy courses.
Marketing Management and Strategy is a concise, practical management guide to the latest ideas in marketing and strategy for MBA and executive courses. It has already been adopted by many leading British business schools. It focuses on key issues relevant to modern business, drawing on the author¿s experience as a consultant to many major international companies. It gives practical, step-by-step guides to developing a marketing strategy, making pricing decisions and developing advertising and communications plans. Its interdisciplinary approach is designed to appeal to all senior managers.