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 | | Marketing Management: Knowledge & Skills by J. Paul Peter, James H. Donnelly ISBN-10: 9780072315578 ISBN-10: 0-07-231557-1 ISBN-13: 9780072315578 ISBN-13: 978-0-07-231557-8 Hardcover 2000-06-30 Irwin/McGraw-Hill Find Lowest Price |
Editorials | ||
Book Description This is a combination of A Preface to Marketing Management, plus 40 cases. The text serves as an overview for critical issues in marketing management. There are over 40 cases and more than 50% are new to this edition. Several of the cases feature technology companies and highlight exciting new examples. | ||
Reviews | ||
Complete but completely dull Half the time reading this book is like reading a dictionary. I think I must have read 100 sentences that begin with "XXX can be defined as .... ". The authors do a complete coverage of the topics but in such a dull and routine way it is hard to keep your attention on the reading. On a plus side, there are about 40 case analyses that are pretty good, but of course they weren't written by the authors. Of course if you're like most people, your professor has chosen this book and you have to get it whether you like it or not. | ||