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.
Number Of Pages: 296
Published: 1st May 1996
Publisher: Pearson Education Limited
Country of Publication: GB
Dimensions (cm): 15.3 x 23.4
Weight (kg): 0.46