Strategic marketing management
By: Alexander Chernev
Edition: 5th ed.
Publisher: Brightstar Media, Inc.
Published: 2009
Place of publication: Chicago, IL
Language: eng
Number of pages: 283
ISBN-13: 9780982512630
Subjects: Marketing; Management
Description: 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.
Notes: Includes bibliographical references and index.