Textbook

Basic Marketing Management, 2nd Edition

Douglas J. Dalrymple, Leonard J. Parsons

ISBN: 978-0-471-35392-8

Paperback

336 pages

List Price:	US $143.95
Government Price:	US $107.48
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Basic Marketing Management, 2nd Edition (0471353922) cover image

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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.