Marketing Management Text and Cases (McGraw-Hill/Irwin Series in Marketing)by Rajiv Lal, V. Kasturi Rangan, John A. Quelch, John Quelch, V. Kasturi Rangan
Pub. Date: 04/23/2004
Publisher: McGraw-Hill Companies, The
MARKETING MANAGEMENT is the end-result of more than four years of course design,case construction,revision,and teaching of the first year marketing course at the Harvard Business School. It is primarily a Harvard case book with short,well-written text material leading into each case section. The first half of the book looks at the 4 P's,and the second half looks at implementing and executing the marketing process. This text represents a new generation of the previous Bonoma & Kosnik book.
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