|
Title:
|
Strategic marketing management
|
|
Authors:
|
Alexander Chernev, Author ;
Philip Kotler, Author
|
|
Material Type:
|
book
|
|
Publisher:
|
[Chicago] : Cerebellum Press, 2018
|
|
ISBN / ISSN / EAN :
|
978-1-936572-50-2
|
|
Format:
|
viii, 287 p. / ill. / 24 cm
|
|
Languages:
|
English
|
|
Class number:
|
HF5415.13
|
|
Subjects:
|
Marketing--Management
|
|
Description:
|
Strategic Marketing Management: Theory and Practice offers a systematic overview of the fundamentals of marketing theory, defines the key principles of marketing management, and presents a value-based framework for developing viable market offerings. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. The discussion of marketing theory is complemented by a set of practical tools that enable managers to apply the knowledge contained in the generalized frameworks to specific business problems and market opportunities.
|
|
Format :
|
In print
|
|
Permalink:
|
https://isulibrary.isunet.edu/index.php?lvl=notice_display&id=11937
|
