Strategic Marketing
ISBN: 9780078028908 | 0078028906
Edition: 10thFormat: Hardcover
Publisher: McGraw-Hill/Irwin
Pub. Date: 6/21/2012
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Designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation, this text and casebook discusses the concepts and processes for gaining a competitive advantage in the marketplace. The new edition of Strategic Marketing uses a decision-making process to examine the key concepts and issues involved in analyzing and selecting strategies. Marketing strategy is considered from a total business perspective, examining marketing strategy beyond the traditional emphasis on marketing functions. Th... MORE
