Cowritten by an expert on marketing and an expert on management, this text thoroughly integrates core marketing and management principles into one comprehensive resource for future marketing manageme
Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.The carefully integrated approach
This comprehensive collection of 38 cases selected from Ivey Publishing helps students understand the complex issues that marketing professionals deal with on a regular basis. The cases were chosen to