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Basic Marketing Management, 2nd Edition

Douglas J. Dalrymple, Leonard J. Parsons
ISBN: 978-0-471-35392-8
Paperback
336 pages
February 2000, ©2000
List Price: US $143.95
Government Price: US $107.48
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Basic Marketing Management, 2nd Edition (0471353922) cover image

  • Globalization. solid coverage in the sixth edition and continued in the seventh edition with even greater integration in text content and in the cases.
  • Basic Marketing Management, Second Edition offers instructors flexibility to emphasize text or their own case materials and to try innovative methods of instruction.
  • For those instructors who utilize their own selection of cases, there is an appendix for students who need guidance in cases methods and preparing case analyses.
  • The Case Method, along with the sample Cook Company case and sample write up will enable students unfamiliar with, or lacking experience in reading, analyzing and presenting a case solution, the means to learn or review this important skill.

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