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Marketing Management Text and Cases
Marketing Management Text and Cases
Author: Rajiv Lal, Rajiv Lal, John A. Quelch, John A. Quelch, V.Kasturi Rangan, V.Kasturi Rangan
This is a Harvard casebook that is appropriate for the rigorous end of the spectrum in Marketing Management courses. The overall framework of this text is clean and easy to follow, focusing more on strategy in covering the marketing process and less on research and implementation. This makes the discussion of the marketing mix much more cohere...  more »
ISBN-13: 9780071242189
ISBN-10: 007124218X
Publication Date: 5/1/2004
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Publisher: McGraw Hill Higher Education
Book Type: Paperback
Other Versions: Hardcover
Members Wishing: 0
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