Strategic Marketing Management
ISBN: 1936572192
EAN13: 9781936572199
Language: English
Pages: 284
Dimensions: 1.00" H x 9.00" L x 8.00" W
Weight: 1.00 lbs.
Format: Paperback
Book Overview
Strategic Marketing Management (8th Edition) outlines the essentials of marketing theory and offers a structured approach to identifying, understanding, and solving marketing problems. This book delineates a comprehensive framework for articulating sound marketing strategies to guide business decisions involving product and service design, branding, pricing, sales promotion, communication, and distribution. The concepts, principles, and frameworks advanced in this book apply to a wide range of organizations, from startups to established market leaders, from packaged-goods manufacturers to value-added service providers, from nonprofit entities to for-profit corporations.