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Strategic Marketing Management

Strategic Marketing Management - 6th edition

Strategic Marketing Management - 6th edition

ISBN13: 9781936572007

ISBN10: 1936572001

Strategic Marketing Management by Alexander Chernev - ISBN 9781936572007
Edition: 6TH 11
Copyright: 2011
Publisher: Cerebellum Corporation
Published:
International: No
Strategic Marketing Management by Alexander Chernev - ISBN 9781936572007

ISBN13: 9781936572007

ISBN10: 1936572001

Edition: 6TH 11

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Summary

Strategic Marketing Management (6th edition) offers a comprehensive framework for strategic planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For business students, the theory advanced in this book is an essential tool for understanding the logic and the key aspects of the marketing process. 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 provides a big-picture approach for developing new marketing campaigns and evaluating the success of ongoing marketing programs.