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Marketing Management Text and Cases
Marketing Management Text and Cases
Author: Rajiv Lal, John A Quelch, V Kasturi Rangan, Rajiv Lal, John Quelch, 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: 9780072967623
ISBN-10: 0072967625
Publication Date: 4/23/2004
Pages: 512
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Publisher: McGraw-Hill/Irwin
Book Type: Hardcover
Other Versions: Paperback
Members Wishing: 0
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