The Portable MBA in Marketing

by Alexander Hiam, Charles D. Schewe

Answers the manager's need for marketing expertise by presenting the facts of an MBA program and the advice of authoritative practitioners. Focuses on methods and ideas which enable readers to manage better by being more customer-oriented, explores ways to out-perform competitors, and anticipates future trends. Amply illustrated with real-life examples plus current case histories.

Genres: Business, Reference, Management

480 pages, Paperback

First published January 1, 1992

Reviews

[Donald Trump · Rating 2 out of 5]

Low Energy!
** 2 Stars.

[Greg · Rating 3 out of 5]

This is a handy reference for marketing professionals early in their careers, who have not been to business school. The person can go to particular articles on various things like preparing marketing plans, product requirements documents, how to do surveys, etc.

[Brandon · Rating 3 out of 5]

Definitely not one of the most stimulating reads ever. I feel proud to have made it through all 400+ pages. If you plan on going into marketing, this may be a useful read.

[Lori Grant · Rating 5 out of 5]

A must-read book on market reference guide for the knowledge worker, manager, executive, or entrepreneur.

[Jill · Rating 2 out of 5]

I read this book for my Marketing class; the book was okay in itself but extremely dated.

[Andrew Sebastian]

File Under: MBA Studies