Strategic marketing management / Alexander Chernev.
Material type:
TextPublication details: Chicago, IL : Brightstar Media, Inc., c2008.Edition: 3rd edDescription: vi, 251 p. : ill. ; 24 cmISBN: - 097900392X
- 9780979003929
| Item type | Home library | Collection | Call number | Materials specified | Status | Date due | Barcode | Item holds | |
|---|---|---|---|---|---|---|---|---|---|
Adult Book
|
Main Library | NonFiction | 658.8 C521 | Checked out | 07/05/2024 | 33111005523135 |
Enhanced descriptions from Syndetics:
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.
New ed. of strategic marketing analysis.
Includes bibliographical references and index.