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Marketing management in the 21st century /
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ISBN/ISSN：013915695X 0387150854 0387161341 038716135X 0387162402 0387168893 0387169326 0387169776 0387179127 (Tl.12) 038717463X 0387519769 0387527605 (pt. 9) 0387534032 (pt.14) 0387529802 (pt.12) 0387529799 (pt.11)
中图号：F713.56 O62-62
责任者：Capon, Noel.
题名：Marketing management in the 21st century / Noel Capon, James M. Hulbert. Beilstein handbook of organic chemistry / compiled by the Beilstein-Institut f乺 Literatur der Organischen Chemie ; executive editor, Reiner Luckenbach.
附加题名：Marketing management in the twenty-first century
出版项：Upper Saddle River, N.J. : Prentice Hall 2001 Berlin : Springer-Verlag 19 -
载体形态：xvii, 637 p. : ill. ; 26 cm. v. : ill. ; 24 cm.
附注：Includes bibliographical references and index. Includes indexes. 5th supplementary series, covering the literature from 1960 through 1979.
附加责任者：Hulbert, James M. Beilstein, Friedrich Konrad. Beilstein-Institut f乺 Literatur der Organischen Chemie.
版本：4th ed.
内容附注：v. 20. pt. 8. -- c1989. -- xx, 950 p.
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豆瓣内容简介：
For introductory MBA Marketing courses. Designed to meet the needs of both marketing and non-marketing specialists. This introduction to the role of marketing in the modern corporation (both at the level of the firm and the marketing function) focuses on what the prospective manager-not just the marketer-needs to know about developing marketing strategy and managing the marketing process. It provides a set of concepts and ideas for approaching marketing decisions, on providing a common language with which to think about marketing issues, and on the structuring and analysis of managerial problems in marketing. It prepares future general managers and CEOs to deal with core marketing issues by providing a way of thinking strategically about the firms' products, services and markets.
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