From the outset, we have strived to make Marketing Management: Knowledge and Skills a complete student resource for marketing management education. Our vision for this, the eighth edition, remains the same. As the resources students and instructors need have changed, the book has changed. This edition is no exception. Hoever, our overriding goal remains the same: to enchance students' knowledge of marketing management and to advance their skills in using this knowledge to develop and maintain successful marketing strategies.
Section 1 Essentials of Marketing Management
Section 2 Analyzing Marketing Problems and Cases
Section 3 Financial Analysis for Marketing Decisions
Section 4 Internet Exercises and Sources of Marketing
Information
Section 5 Marketing Management Cases
Section 6 Strategic Marketing Cases
Section 7 Developing Marketing Plans