Strategic Marketing Management: Text and Cases

Ferrell, O. C.,Lucas, George H., Jr.,Luck, David

ISBN 10: 0538828234 / ISBN 13: 9780538828239

Published by South-Western Pub, 1993

About this Item

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Bibliographic Details

• Title: Strategic Marketing Management: Text and Cases
• Publisher: South-Western Pub
• Publication Date: 1993
• Language: English
• ISBN 10: 0538828234
• ISBN 13: 9780538828239
• Binding: hardcover
• Condition: Good

About this title

Synopsis

This book provides a practical, straightforward approach to planning, analysing and implementing marketing strategies. With nearly 80% of the future marketing graduates going to work in small businesses or entrepreneurial organisations, this book/case book was written to address the challenges that marketing personnel will face in their developing careers, and takes a practical perspective to equip readers to understand the components of strategic marketing management. For those interested in just the marketing management and strategy concepts, the text is available without the cases to fit your course needs.