The primary role of marketing managemernt, in any firm, is to evaluate the firm's competitiveness, then to design and execute effective marketing programmes.
This book's practical approach helps the reader to analyse, select and evaluate appropriate conceptional frameworks for management decisions in the context of the international marketing process.
- Format: Paperback
- Pages: 192 pages, black & white illustrations
- Publisher: Pearson Education (US)
- Publication Date: 28/01/1998
- Category: Entrepreneurship
- ISBN: 9780137486410