Strategic Marketing (The Irwin Series in Marketing)

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Strategic Marketing (The Irwin Series in Marketing) image
ISBN-10:

0256122121

ISBN-13:

9780256122121

Author(s): CRAVENS
Edition: Fourth Edition
Released: Jan 01, 1994
Publisher: Richard D.Irwin
Format: Hardcover

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.

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