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Marketing Management : a strategic decisionj-making approach
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 contributor to mar¬keting decision-making—regardless of whether you follow a career in marketing positions per se, in another functional area, or as an entrepreneur or in other general management roles. This book's focus on strategic decision-making sets it apart from other texts that place greater emphasis on descrip¬tion of marketing phenomena than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. Your instructor wants to use the most current and most internet-savvy book available. We integrate the latest web and social networking developments, from Aprimo to Zynga and more, throughout the book, and we devote an entire chapter, Chapter 14, to the development of marketing strategies for today's digitally networked world. In addition, we supplement the book with an interactive website to help you self-test what you learn and to help your instructor choose the best cases and other materials and in-class activities.
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