Advertising and Sales
Business: Marketing
Category=KJMV7
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eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Product details
- ISBN 9780275954390
- Weight: 624g
- Dimensions: 156 x 235mm
- Publication Date: 28 Aug 1996
- Publisher: Bloomsbury Publishing Plc
- Publication City/Country: US
- Product Form: Hardback
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This text is designed to give the reader an understanding of market structures, product and market management, advertising, product promotion, pricing strategies, as well as competitive analysis, forecasting, and business planning. It leads the student to an understanding of what comprises the channel structure and the options available to develop it. The text features examples and illustrations to aid in the understanding of unfamiliar concepts. These are drawn from the world of business which gives this book practical and realistic applications. Important pedagogical features include discussion questions following each chapter and an instructor's manual to aid in the presentation of the material in the classroom (see the Instructor's Manual at http://www.greenwood.com/mccalley).
RUSSELL W. McCALLEY is an adjunct professor in the School of Agribusiness and Environmental Resources at Arizona State University. He has held a number of positions in business and is the founder of R. W. McCalley and Associates, a management consulting firm based in Arizona.
