Strategic marketing management
- 5th ed.
- Chicago Brightstar Media, Inc. 2009
- vi, 283p.
Presents a framework for strategic planning and outlines a structured approach to identifying, understanding, and solving marketing problems. Advances on the essential tools for understanding the logic and the key aspects of the marketing process. Covers the conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution and also provides a big-picture approach for developing new marketing campaigns and evaluating the success of ongoing marketing programs.
978-0-9825126-3-0
Marketing|Management|Supply and Distribution|price|Communication