Aimed primarily at the MBA student or those preparing for professional qualifications in the marketing field, this book analyses the process of decision making

Aimed primarily at the MBA student or those preparing for professional qualifications in the marketing field, this book analyses the process of decision making

This book represents a radical departure from the established theory in taking an organisational view of resource allocation in marketing, which stresses the im

A good marketing information system is an essential ingredient of all successful marketing. This book provides a comprehensive introduction to this key subject.

This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of