Overview
Adopting a global approach, the book focuses on value creation and introduces students to the tools of the marketing mix in a process oriented manner.
New to this edition:
- New coverage of technology applications and developments and B2B marketing
- Consistent focus on value creation throughout
- More examples to illustrate theory
- Enhanced pedagogy including long case studies and exercises in every chapter
With its unique approach and international coverage, this book is essential reading for advanced undergraduate and postgraduate students of Marketing Management and will also appeal to MBA and other post-experience students.
This book title, Marketing Management (A Value-Creation Process), ISBN: 9780230240957, by Alain Jolibert, Pierre-Louis Dubois, Hans Mühlbacher, Laurent Flores, published by Palgrave Macmillan (September 4, 2012) is available in paperback. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
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