Publisher: Prentice Hall, 2006, 446 pages
ISBN: 0-273-69398-0
Marketing Management and Strategy, fourth edition, is a concise, practical management guide to the latest ideas in marketing and strategy for MBA and executive courses. Adopted by many leading business schools, the book focuses on key issues relevant to modern business, drawing on the authors' experience as consultants to many major international companies.
With its interdisciplinary approach, this book gives practical, step-by-step guies to developing a marketing strategy, making pricing decisions and developing advertising and communications plans.
At a first glance, it seems to be yet-another marketing text-book. And in one respect it is, but it is also so much more! The authors tries and very nearly succeeds in merging marketing and strategy to a coherent whole.
It is very well written, even if they sometimes are a bit terse (don't skip too much, you may miss something vital they only mention in one paragraph!)
A joy to read, and very much recommended.
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