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Introduction to marketing management: Text and cases 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

Introduction to marketing management: Text and cases
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Introduction to marketing management: Text and cases 在线电子书 pdf 下载 txt下载 epub 下载 mobi 在线电子书下载

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The fourth edition of this text, like its predecessors, is designed for a

first course in marketing management. It introduces students to the

approaches and problems of marketing decision making under condi-

tions of uncertainty. The point of view taken is that of a marketing

manager responsible for the planning and execution of a complete

marketing program. It recognizes that marketing planning must be

accomplished in the light of a changing economic, social, and legal

environment that poses many constraints and requirements for the

marketing manager. The text draws upon economics, the behavioral

sciences, and quantitative analysis wherever these are helpful in the

solution of marketing problems. No one of these orientations to the

teaching of marketing management predominates. Rather, all are

utilized in order to provide the student with all the tools available to a

present-day marketing manager.

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