Name index 754-757 pp., Subject index 758-762 pp., Company index 764-765 pp.
James H. Donnelly Boeken
This text covers both micro and macro topics, continuing the research base set by previous editions. Each chapter contains close-up boxes, case for analysis and experimental exercise which provide the student with real-world applications.
Serves as an overview for critical issues in marketing management. This book is useful for instructors who assign cases, readings and simulations, or who offer modules on marketing management for MBA students. It also works in courses that implement a cross-functional curriculum where the students are required to purchase several texts.
