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WHY I WROTE THIS BOOK Fun with a big challenge. That is how I have regarded physics since the day when Sharon, one of the students in a class I taught as a graduate student, suddenly demanded of me, "What has any of this got to do with my life?" Of course I immediately responded, "Sharon, this has everything to do with your life—this is physics." She asked me for an example. I thought and…
Your instructor has designed his or her course around the use of cases, a real-world project, or a marketing simulation such as Markstrat, to bring marketing decision-making to life. This book has been written with exactly these kinds of instructors in mind. Thus, one of your instructor's key objectives is to give you the necessary tools and frameworks to enable you to be an effective contribut…
Pengembangan dan pengelolaan proagram pemasaran strategis merupakan salah satu usaha paling menantang dan paling menarik bagi seorang manajer. Oleh karena itu, perhatian utama Boyd, Walker, dan Larreche dalam buku ini adalah menyajikan suatu ulasan yang lebih luas, lebih komplit dan realistis mengenai peranan strategi dan operasional pamasaran, serta keterkaitannya didalam berbagai organisasi s…