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Title: Handbook of marketing strategy / edited by Venkatesh Shankar and Gregory S. Carpenter.
Author: Shankar, Venkatesh, 1962-, editor.
Carpenter, Gregory S., editor.
General Notes: Includes bibliographical references and index.
pt. 1. Concepts and organizational aspects of marketing strategy -- pt. 2. Understanding competition -- pt. 3. Customer-based marketing strategy -- pt. 4. Marketing strategy decisions -- pt. 5. Branding and brand strategies -- pt. 6. Marketing strategy dynamics -- pt. 7. Impact of marketing strategy.
This authoritative, comprehensive, and accessible 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.
Publisher: Edward Elgar Pub.,
Publication Place: Cheltenham, UK ; Northampton, MA :
ISBN: 9781849800983
1849800987
9781781951545
1781951543
9781781005224
1781005222
Subject: Marketing -- Management.
Strategic planning.
Marketing -- Management.
Strategic planning.
Marketingstrategie.
Contents: pt. 1. Concepts and organizational aspects of marketing strategy -- pt. 2. Understanding competition -- pt. 3. Customer-based marketing strategy -- pt. 4. Marketing strategy decisions -- pt. 5. Branding and brand strategies -- pt. 6. Marketing strategy dynamics -- pt. 7. Impact of marketing strategy.
Physical Description: xx, 504 pages : illustrations ;
Electronic Location: http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024396170&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
http://www.elgaronline.com/view/9781849800983.xml
Publication Date: أ2012.

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Yarmouk General HF5415.13 .H347 2012 Normal Circulation Available الكتاب موجود في الطابق الأول YU557536 Book