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Strategic Marketing Management, 3rd Edition

Alexander Chernev; Foreword-Philip Kotler

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ISBN 10: 097900392X / ISBN 13: 9780979003929
Published by Brightstar Media, Inc., 2008
Used Condition: Used: Good Soft cover
From Ergodebooks (RICHMOND, TX, U.S.A.)

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Bibliographic Details

Title: Strategic Marketing Management, 3rd Edition

Publisher: Brightstar Media, Inc.

Publication Date: 2008

Binding: Paperback

Book Condition:Used: Good

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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.

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