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 | | Marketing Management: Text and Cases by Robert J. Dolan ISBN-10: 9780072499803 ISBN-10: 0-07-249980-X ISBN-13: 9780072499803 ISBN-13: 978-0-07-249980-3 Hardcover 2001-07-20 McGraw-Hill/Irwin Find Lowest Price |
Editorials | ||
Product Description 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. | ||
Reviews | ||
Good, if dated A good collection of real-world cases. They're written in a clear, lively style and well-documented. They're not the sort that lend themselves to debate, though, as they mostly lead you to a rather obvious conclusion. The biggest weakness (at least in this edition) is the large fraction of cases about dot-bomb companies, with business models that are treated seriously but seem absurd in hindsight. | ||