Preface to Marketing Management

This text is intended to serve as an overview/framework of critical issues of marketing management. It aims to reinforce the cross-functional nature of marketing and includes material on relationship marketing as well as creativity, vision, values and strategic partnerships.

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This book is praised in the market for its organization, format, clarity, brevity and flexibility. The text serves as an overview for critical issues in marketing management. Its brief, inexpensive, paperback format makes it a perfect fit for instructors who assign cases, readings, simulations or offer modules on marketing management for MBA students. The text also works in courses that implement a cross-functional curriculum where the students are required to purchase several texts.