Strategic marketing management

Author(s)

Bibliographic Information

Strategic marketing management

Alexander Chernev ; [foreword by Philip Kotler]

Cerebellum Press, 2011

6th ed

  • : pbk

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Note

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

Details

  • NCID
    BB08918908
  • ISBN
    • 9781936572007
  • Country Code
    us
  • Title Language Code
    eng
  • Text Language Code
    eng
  • Place of Publication
    U.S.A.
  • Pages/Volumes
    vi, 212 p.
  • Size
    24 cm
  • Subject Headings
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