2008 PB Strategic Marketing Management, 3rd Edition by Chernev, Alexander; Kotler, Philip

Chernev, Alexander; Kotler, Philip

ISBN 10: 097900392X / ISBN 13: 9780979003929

Published by Brightstar Media Inc, 2008

About this Item

Pages are crisp and clean, no marking. Cover is verygood. Binding is tight/good.

Seller Inventory # k-bs44

Bibliographic Details

• Title: 2008 PB Strategic Marketing Management, 3rd Edition by Chernev, Alexander; Kotler, Philip
• Publisher: Brightstar Media Inc
• Publication Date: 2008
• Language: English
• ISBN 10: 097900392X
• ISBN 13: 9780979003929
• Binding: paperback
• Edition: 3rd.
• Condition: Very Good
• Weight: 32 ounces

About this title

Synopsis

This book offers a comprehensive framework for strategic marketing planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For business students, the strategic marketing management theory outlined in this book is an essential tool for case analysis in the classroom, as well as for management, strategic consulting, and marketing interviews. 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 offers a big-picture approach for planning new marketing campaigns and evaluating the success of ongoing marketing programs.