Managing Marketing in the 21st Century

Managing Marketing in the 21st Century
Автор
 
Год
 
Страниц
 
359
ISBN
 
0979734401
Издатель
 
Center for Strategic & Intl Studies
Категория
 
Новые поступления. Бизнес и экономика
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Содержание:

В добрый час!, Вечно живые, В поисках радости, Страница жизни, В день свадьбы, С вечера до полудня, Гнездо глухаря, Традиционный сбор

Описание:

This book is about understanding how to develop market strategy and managing the market- ing process. It is not a book that attempts to describe all there is to know about marketing, but focuses on what the prospective manager needs to know. This book differs from other senior undergraduate and introductory graduate-level marketing texts. We take a position on what we believe is a better or worse course of action for marketers. Marketing is an applied field, and we believe that textbook writers should provide guidance for good marketing practice. Also, we focus on the manager, not just the marketer. For readers committed to a career in marketing (and we hope there are many), this book will form a solid foundation as you study marketing further and deeper. But the vast majority of you will not work in marketing departments, and will instead become senior executives, general managers, CFOs, and CEOs. We write for you also because an understanding and appreciation of marketing is...

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