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Strategic Marketing : Cases, Concepts and Challenges - John Atkinson

Strategic Marketing

Cases, Concepts and Challenges

Paperback Published: 1st May 1996
ISBN: 9780004990378
Number Of Pages: 296

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Designed to help both students and the general reader gain a pratical understanding of the strategic marketing process, this text uses a variety of international cases to demonstrate how strategic marketing concepts can be applied to real-life situations, and how marketing soluitions are found in different business sectors and environments. In selecting the 20 case studies, the authors have included both the marketing successes and failures of companies.

Part 1. Strategic Marketing: Concepts, Processes and Challenges. The Strategy/Marketing Interface. The Strategy Marketing Planning Process. Challenges: Old Dogs xxx; New Tricks. Part 2. Case Studies.

ISBN: 9780004990378
ISBN-10: 0004990374
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 296
Published: 1st May 1996
Publisher: Pearson Education Limited
Country of Publication: GB
Dimensions (cm): 15.3 x 23.4  x 1.5
Weight (kg): 0.46

Earn 391 Qantas Points
on this Book

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