Handbook of marketing strategy
This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, d...
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| Format: | eBook |
| Language: | English |
| Published: |
Cheltenham, U.K
Edward Elgar Pub
c2012
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| Collection: | Edward Elgar eBook Archive - Collection details see MPG.ReNa |
| Summary: | This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing pt. 1. Concepts and organizational aspects of marketing strategy -- pt. 2. Understanding competition -- pt. 3. Customer-based marketing strategy -- pt. 4. Marketing strategy decisions -- pt. 5. Branding and brand strategies -- pt. 6. Marketing strategy dynamics -- pt. 7. Impact of marketing strategy |
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| Physical Description: | xx, 504 p ill |
| ISBN: | 9781781951545 9781781005224 9781849800983 |