Marketing Management: Knowledge and Skills, 11th Edition




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ISBN-10 / ISBN-130077861051 / 9780077861056
Edition11th
AuthorJ. Paul Peter
PublisherMcGraw-Hill Education (on 2012-10-11)
Binding TypeHardcover
Number Of Pages816
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This textbook is primarily used in: (8 total votes)
Bachelors programs37.5% (3 votes)
Masters programs62.5% (5 votes)
Product Description
Marketing Management, 11e, is a text and casebook written by Peter and Donnelly. It is praised in the market for its organization, format, clarity, brevity and flexibility. The goal of this text is to enhance students knowledge of marketing management and to advance their skills in developing successful marketing strategies. The six stage learning approach is the focus of the text. Each section has as its objective either knowledge enhancement or skill development, or both. The framework and structure of the book is integrated throughout the sections of the new edition. The basic structure of the text continues to evolve and expand with numerous updates and revisions throughout.
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