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Salient Features: In this edition, the author retains the best of past theory and practice and introduces new marketing ideas, tools and practices that compaanies need. Hundreds of minicases have been added to illustrate what leading companies are doing to meet the challanges of the new environment.Throughout this book it is shown how e-commerce and world wide web are dramatically altering the marketing landscape.
Table Of Contents:: Part 1: Understanding Marketing Management Part 2: Analysing Market opportunities Part 3: Developing Marketing strategies Part 4: Making marketing Decisions Part 5: Managing and Delivering Marketing Programs