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Name: Marketing Management : Text and Cases.
Author: Dolan, Robert
ISBN: 978-0-07-112328-0

Marketing Management : Text and Cases.

・ISBN 978-0-07-112328-0 paper Int'l ed.

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著者・編者	Dolan, Robert,
出版社	(McGraw-Hill, SI)
出版年月	2001
ページ数	512 pp.
言語	ENG
ニュース番号	＜479-678＞

解説

This is a Harvard casebook that is appropriate for the rigorous end of the spectrum in Marketing Management courses. The overall framework of this text is clean and easy to follow, focusing more on strategy in covering the marketing process and less on research and implementation. This makes the discussion of the marketing mix much more coherent for professors to teach and students to learn.