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Marketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice.
The first domestic business manual that introduced many of today's successful entrepreneurs to the world of business
Direct marketing certainly represents one of the most dynamic areas of marketing, which has changed both techniques and tools of action during its development.
Kaplan and Norton created the "Balanced Scorecard" to help companies move from ideas to action, achieve long-term goals, and get feedback on strategy.
The book Commercial Bank Management by Peter S. Rose provides a detailed insight into the operations, strategies and regulations of commercial banks, focusing on managerial challenges and financial decisions in modern banking.
The book applies economic theory (micro and macroeconomics) and methods of decision science analysis to examine how an organization can most effectively achieve its goals or objectives.