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Substantial revision, now 18% shorter. This text has a strategic orientation, thorough coverage of marketing planning including Millennium marketing plan), fully integrates international (no separate chapter), three comprehensive end-of-text cases, along with a contemporary design including info graphics and embedded boxes entitled "Risk and Gambles", "Behind the Scenes" and "Open to Debate".show more

Product details

  • Hardback | 704 pages
  • 208.28 x 251.46 x 30.48mm | 1,587.57g
  • Pearson Education (US)
  • Pearson
  • United States
  • English
  • 2nd edition
  • 0130163872
  • 9780130163875

Table of contents

Marketing, the organization and the environment; the knowledge base; strategic planning; product strategy; distribution and pricing strategy; marketing communication strategy; from product management to market more

Rating details

4 ratings
3.75 out of 5 stars
5 25% (1)
4 25% (1)
3 50% (2)
2 0% (0)
1 0% (0)
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