Basic Marketing Management, 2nd Edition

To accommodate instructors who either don't use cases or prefer to select their own, we offer a marketing management book that focuses exclusively on text material. In addition, to keep the price of the book affordable, we have chosen to publish this book in a paperback form. Like the Marketing Management: Text and Cases, Seventh Edition text, this book is intended for the Sr/MBA course in Marketing Management or Marketing Strategy. 15 chapters provide good coverage of the subject in a compact format.