Författare: McDonald Malcolm McDonald

Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It …

This is a major revision of the highly successful first edition of Market Segmentation. In today’s marketplace, effectively segmenting the market in order to target profitable customers is key to …

This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly …