Strategic marketing management
著者
書誌事項
Strategic marketing management
Cerebellum Press, 2011
6th ed
- : pbk
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注記
Includes bibliographical references and index
Summary: Offers a comprehensive framework for strategic planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For business students, the theory advanced in this book is an essential tool for understanding the logic and the key aspects of the marketing process. For managers and consultants, this book presents a conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution
