Strategic Marketing Management Cases (+ disketa)

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Marketing et relations publiques

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This is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The author examines many components of a market-driven strategy, including technology, customer service, customer relationships, pricing, and the global economy. The text provides a strategic perspective and extends beyond the traditional focus on managing the marketing mix. The cases demonstrate how real companies build and implement effective strategies. David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Science's Outstanding Marketing Educator Award.

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Strategic Marketing Management Cases (+ disketa), David W. Cravens, Victoria Lynn Crittenden, Charles W. Lamb

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Année de publication: 1999

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Titre: Strategic Marketing Management Cases (+ disketa)
Langue: Anglais
Auteurs: David W. Cravens, Victoria Lynn Crittenden, Charles W. Lamb
Éditeur: McGraw-Hill/Irwin
Publié: 1999
ISBN10: 0075618877
ISBN13: 9780075618874
Mots clés: Marketing et relations publiques
Description: This is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The author examines many components of a market-driven strategy, including technology, customer service, customer relationships, pricing, and the global economy. The text provides a strategic perspective and extends beyond the traditional focus on managing the marketing mix. The cases demonstrate how real companies build and implement effective strategies. David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Science's Outstanding Marketing Educator Award.