Marketing Management

About this book

Go beyond the basic concepts with a strategic focus and integration of IT and global perspectives. Marketing Management reflects the dynamic environment inhabited by todays marketers helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern strategy-based approach covers critical fundamental topics required for professional success. The fourth edition features Ravi Dahr of Yale Universityone of the worlds leading scholars in behavioral decision-makingas a new coauthor.