Managing Marketing: A Concise Approach

Capon, N and Singh, S S (2015) Managing Marketing: A Concise Approach. Wiley. ISBN 9788126548521

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Abstract

Managing Marketing: A Concise Approach is about understanding how to develop market strategy, implement market offers and manage the marketing process. This is not a book that attempts to describe all there is to know about marketing, but focuses on what the prospective manager needs to know. Managing Marketing: A Concise Approach differs from other senior undergraduate and introductory graduate marketing texts. The authors take a position on what they believe is a better or worse course of action for marketers. Marketing is an applied field; the authors believe they should provide guidance for good marketing practice.

Affiliation: Indian School of Business
ISB Creiators:
ISB Creators
ORCiD
Singh, S S
UNSPECIFIED
Item Type: Book
Uncontrolled Keywords: Market, Customers, Competitors, Complementors
Subjects: Marketing
Depositing User: Gurusrinivasan K
Date Deposited: 16 May 2021 01:52
Last Modified: 16 May 2021 01:52
URI: https://eprints.exchange.isb.edu/id/eprint/1489
Publisher URL: https://www.wileyindia.com/managing-marketing-a-co...
Publisher OA policy: https://www.wileyindia.com/managing-marketing-a-concise-approach.html#:~:text=Managing%20Marketing%3A%20A%20Concise%20Approach%20is%20about%20understanding%20how%20to,prospective%20manager%20needs%20to%20know.
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