Strategic Marketing Management

This text for marketing management covers basic concepts & emerging issues through readings by leading academics & practitioners. Vital issues for the 1990s are explored: ethical & legal aspects of marketing, the services industry, & multinational marketing. The book also looks at basics such as the four Ps & gives cutting-edge strategies for traditional marketing concerns, from market penetration to marketing plan development, implementation, & control. The Practice of Management Series.Dolan, Robert J. is the author of 'Strategic Marketing Management' with ISBN 9780070178106 and ISBN 0070178100.