Marketing management. Textbook
Marketing management. Textbook
Book Description
The textbook outlines the main provisions of the theory of marketing management. The description of the marketing management process of business organizations is given. The presented material allows you to provide the necessary level of professional knowledge in the field of marketing. Practical situations prepared based on the materials of Russian journals, as well as examples of successful companies describing the business practices of the real sector of the economy, illustrate the practical use of the basic provisions of the theory of marketing management in business organizations. The cases offered for analysis allow students to develop skills in the field of analysis of the marketing activity management process. In general, the textbook material allows providing professional competencies of masters and bachelors in the direction of "Management". The textbook is also intended for students of other fields studying the discipline "Marketing". In addition, the textbook is of interest to practitioners in the system of individual and corporate training.
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