Handbook of marketing strategy
This authoritative, comprehensive, and accessible 'go-to' volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multicha...
| Other Authors: | , |
|---|---|
| Format: | eBook |
| Language: | Inglés |
| Published: |
Cheltenham :
Edward Elgar
2012.
|
| Subjects: | |
| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009623434206719 |
| Summary: | This authoritative, comprehensive, and accessible 'go-to' volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy deci |
|---|---|
| Item Description: | Description based upon print version of record. |
| Physical Description: | 1 online resource (528 p.) |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781280493188 9786613588418 9781781005224 |
