Strategic Marketing (The Irwin Series in Marketing)

Type

Book

Authors

David W. Cravens

ISBN 10

0256122121

ISBN 13

9780256122121

Tags

Management & Leadership, Advertising, Marketing, Reference

Description

"Strategic Marketing" examines the key issues and variables in selecting a strategy. It emphasizes marketing strategy that incorporates business strategy issues. Emphasis on services as well as products is expanded in the fourth edition. The book is designed around a marketing planning approach with a clear emphasis on how to do strategic analysis and planning. Three fourths of the cases are new to the fourth edition plus there are many significant changes, additions and new examples. - from Amzon

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