Essential Marketing Frameworks and Concepts

Written by one of the top professors at Northwestern's Kellogg School of Management, this book offers a systematic and up-to-date perspective on the key frameworks and concepts commonly used in marketing analysis. This book is an essential reference guide for business students interested in enhancing their marketing knowledge, for managers and consultants dealing with strategic management and marketing problems, for marketers interested in mastering their strategic analysis skills, as well as for senior executives concerned with developing, implementing, and monitoring strategic marketing programs.