Strategic Marketing: A Practical Approach

Alsem, Karl Jan Wittink, Dick

Ouvrage indisponible

Éditeur
McGraw Hill Higher Education
Pages
416
Parution
septembre 2006
Format
Livre broché
Langue
Anglais
EAN
9780071244176
  • Résumé

Designed as a stand alone text in a Marketing Strategy course, this book focuses on building customer value through the firm's marketing activities. It aims to indicate the specific steps that comprise the strategic marketing planning process, and focuses on the activities that a company should perform within the framework of strategic marketing.
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