Marketing Management: A Strategic, Decision-Making Approach (w/GAMAR Software). Harper W. Boyd, Orville C. Walker, John Mullins, Jean-Claude Larreche. ISBN: 0072472952

Marketing Management: A Strategic, Decision-Making Approach (w/GAMAR Software)

The text is specifically designed for courses in which decision-focused cases are an important element and/or where student projects, such as the development of a marketing plan, are assigned.
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