Marketing Management: Strategy and Cases

By Leonard J. Parsons and Douglas J. Dalrymple

Book Overview

Focuses on all aspects of planning, coordinating, and executing marketing strategy. Features two new chapters, on service marketing and on international marketing. The make-up of the book is about 50% text and 50% cases. The Fifth Edition contains 25 new cases (for a total of 46). The cases run from 6 to 20 pages each and include extensive exhibits to facilitate analysis. Lotus 1-2-3 templates, a forecasting program, and data for doing SPSS analysis is available for use in various cases.

• Format: Hardcover
• Language: English
• ISBN: 0471601659
• ISBN13: 9780471601654
• Release Date: January 1990
• Publisher: Wiley
• Length: 958 Pages
• Weight: 4.19 lbs.
• Dimensions: 9.5" x 1.7" x 7.7"