Marketing Management: Text and Cases
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Marketing Management: Text and Cases

Marketing Management: Text and Cases

  • ISBN: 9780071123280
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Author:  John A. Quelch and Robert J. Dolan

Year: 2001

This is a Harvard casebook that is appropriate for the rigorous end of the spectrum in Marketing Management courses. The overall framework of this text is clean and easy to follow, focusing more on strategy in covering the marketing process and less on research and implementation. This makes the discussion of the marketing mix much more coherent for professors to teach and students to learn.