Readings in Marketing Management

This collection of writings in Marketing is written for Marketing managers as well as college students in upper division Marketing courses. The goal of this revised edition continues to be a pragmatic discussion of strategies and actions, which, at the end of the day, will provoke curiosity and improved reasoning, as well as increase the ability to influence effective Marketing management decisions. The book examines basic Marketing terminology, while at the same time develops skills that lead to value-added applications for Marketing management decision making.