The purpose of this course is to identify and explore the basic concepts and decision-making areas that are central to the general functioning of marketing management. Students will be introduced to conceptual analyses that will entail consumer and business-to-business marketing by focusing on the four functions of marketing: price, product, promotion, and distribution.
Title: Marketing Management, 4th Ed., 2010
Author: Winer, R.S.
ISBN-10: 0136074898 / ISBN-13: 9780136074892