Strategic Marketing Management

By Alexander Chernev
Strategic Marketing Management (7th 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.



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About the Paperback

Publisher Cerebellum Press
Publish date 08/01/2012
Pages 254
ISBN-13 9781936572151
ISBN-10 193657215X
Language English