Strategic Marketing Management

by Robert J. Dolan (Editor)

This text for marketing management covers basic concepts and emerging issues through readings by leading academics and practitioners. Vital issues for the 1990s are ethical and legal aspects of marketing, the services industry, and multinational marketing. The book also looks at basics such as the four Ps and gives cutting-edge strategies for traditional marketing concerns, from market penetration to marketing plan development, implementation, and control. The Practice of Management Series.

637 pages, Paperback

First published February 1, 1992