Publisher's Synopsis
Providing incisive analyses of the most recent marketing advances, this study summarizes the latest research and the best practices from industry, illustrating innovation which works successfully and marketing practices that have failed.;The "Portable MBA" series has been developed to cover the core curriculum of a typical MBA course. Each volume offers practical overviews of insights and information needed for the MBA programmes. Although not specifically designed as a course book, each book provides comprehensive coverage of primary business functions.
