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Strategic Marketing Management, 6th Edition
     

Strategic Marketing Management, 6th Edition

by Alexander Chernev, Philip Kotler (Foreword by)
 
Strategic Marketing Management (6th edition) 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

Overview

Strategic Marketing Management (6th edition) 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. For senior executives, the book provides a big-picture approach for developing new marketing campaigns and evaluating the success of ongoing marketing programs.

Product Details

ISBN-13:
9781936572014
Publisher:
Cerebellum Press
Publication date:
08/01/2011
Pages:
220
Product dimensions:
7.00(w) x 10.00(h) x 0.56(d)

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