Universidade Europeia -

Your cart is empty.
Normal view MARC view ISBD view

Marketing management : text and cases / Douglas J. Dalrymple, Leonard J. Parsons

Main Author Dalrymple, Douglas J. Coauthor Parsons, Leonard J. Edition 6th ed. Publication New York : John Wiley Sons, 1995 Description X, 984 p. ISBN 0-471-55255-0 Abstract Covering the key marketing management concepts, this popular and comprehensive text shows students how to apply the material in today's business environment. And with the help of 39 case studies, they'll quickly develop the decision-making and critical-thinking skills needed to solve realistic marketing problems.
 Índice: 1 - The Role of Marketing in Organizations and Society; 2 - Marketing Strategy; 3 - Customer Analysis; 4 - Market Segmentation and Product Differentiation; 5 - Competitive Analysis and Product Positioning; 6 - Product Development and Testing; 7 - Brand Management; 8 - Services Marketing; 9 – Pricing; 10 - Selecting Distribution Channels; 11 - Personal Selling and Sales Force Management; 12 - Direct Marketing; 13 - Designing Adverting Programs; 14 - Sales Promotion and Public Relations; 15 - International Marketing; 16 - Marketing Planning Topical name Marketing
Marketing - Gestão
Estudo de casos CDU 658.8
Tags from this library: No tags from this library for this title. Log in to add tags.
    average rating: 0.0 (0 votes)
Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 DAL 1827 Available 1827
Total holds: 0

Covering the key marketing management concepts, this popular and comprehensive text shows students how to apply the material in today's business environment. And with the help of 39 case studies, they'll quickly develop the decision-making and critical-thinking skills needed to solve realistic marketing problems.

Índice: 1 - The Role of Marketing in Organizations and Society; 2 - Marketing Strategy; 3 - Customer Analysis; 4 - Market Segmentation and Product Differentiation; 5 - Competitive Analysis and Product Positioning; 6 - Product Development and Testing; 7 - Brand Management; 8 - Services Marketing; 9 – Pricing; 10 - Selecting Distribution Channels; 11 - Personal Selling and Sales Force Management; 12 - Direct Marketing; 13 - Designing Adverting Programs; 14 - Sales Promotion and Public Relations; 15 - International Marketing; 16 - Marketing Planning

There are no comments for this item.

Log in to your account to post a comment.