This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional...

<title>ABSTRACT</title> In an era of globalization, U.S. colleges and universities should develop proactive marketing strategies to maintain their market share in the U.S. and stimulate sales growth in foreign markets. This paper presents a conceptual framework of formulating growth strategies by higher...