HANDBOOK OF MARKETING

Sinopse

This work presents a retrospective and prospective overview of research on marketing management issues, for advanced undergraduates, graduate students, academics, and practitioners in marketing. Organized in sections on marketing strategy, activities, and management and special topics, chapters look at areas such as the role of marketing and the firm, competitive response and market evolution, branding and brand equity, marketing communications, and global marketing. Weitz is professor of marketing at the University of Florida. Wensley is professor of strategic management and marketing at the University of Warwick.