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A Preface to Marketing Management

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This textbook offers a comprehensive introduction to the fundamental principles of marketing management, blending key concepts with real‑world examples, cases, and applications. It covers strategic marketing planning, market research and analysis, consumer behaviour, the marketing mix (product, price, place, promotion), special topics like services and global marketing, and tools for developing marketing plans. It’s widely used in undergraduate and MBA marketing courses.

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Series Title

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Call Number

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Publisher

New York : McGraw‑Hill Education (Higher Education)., 2019

Collation

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Language

English

ISBN/ISSN

9781260151619

Classification

NONE

Content Type

text

Media Type

unmediated

Carrier Type

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Edition

15th edition

Subject(s)

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Specific Detail Info

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Statement of Responsibility

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