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Preface to Marketing Management

Preface to Marketing Management
Author: J. Paul Peter - Jr, James Donnelly
ISBN 13: 9780073529967
ISBN 10: 73529966
Edition: 12
Publisher: McGraw-Hill/Irwin
Publication Date: 2010-01-25
Format: Paperback
Pages: 272
List Price: N/A

Preface to Marketing Management, 11/e, by Peter and Donnelly, 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.