Emeritus Professor of Marketing
Books | Irwin/McGraw-Hill | March 2004
Marketing Management: A Strategic Decision-Making Approach
Authors: Larreche Jean-Claude
Fourth Edition published in 2002. Irwin McGraw-Hill. Fifth Edition published in 2005. Irwin McGraw-Hill.This book is aimed at Marketing Management courses with a global perspective. It is structured around the steps involved in the analytical and decision-making processes of formulating implementing, and controlling marketing programs.It provides the reader with a solid foundation of knowledge in marketing, both at the domestic and international levels.