Name: Strategic Marketing: Cases and Concepts (en Inglés)
SKU: 18765545
Price: 1507.14 MXN
Availability: InStock
Author: John Atkinson; Ian Graham Wilson
ISBN: 9780004990378

portada Strategic Marketing: Cases and Concepts (en Inglés)

Strategic Marketing: Cases and Concepts (en Inglés)

Formato

Libro Físico

Editorial

Financial Times Prentice Hall

Autor

John Atkinson; Ian Graham Wilson

Año

1996

Idioma

Inglés

N° páginas

296

Encuadernación

Tapa Blanda

ISBN

0004990374

ISBN13

9780004990378

Strategic Marketing: Cases and Concepts (en Inglés)

John Atkinson; Ian Graham Wilson (Autor) · Financial Times Prentice Hall · Tapa Blanda

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Reseña del libro "Strategic Marketing: Cases and Concepts (en Inglés)"

This book is designed to help both students and the general reader gain a practical understanding of the strategic marketing process, and how it can be applied to a variety of real-life organisational and national environments. As a case book it encourages readers to develop a 'strategic mindset' towards the development of marketing programmes. The cases are based upon primary information and many are complemented by financial data, thus allowing readers to become 'insiders' rather than observers. Cases are supported by sections on relevant theory and specific learning notes. Part one introduces and reviews relevant strategic marketing concepts and practices. Introductory chapters explore the strategy/marketing interface, the conventional strategic marketing process and some contemporary challenges to established practices. Part two gives readers the chance to apply strategic marketing principles to a variety of situations, and information is introduced to emphasise the urgency of the situation, whilst the reality of the fiancial data serves to constrain the submission of unrealistic marketing programmes. Strategic Marketing: Cases, Concepts and Challenges is essential reading for students and practitioners who wish to bridge strategic marketing theory and practice in the wider organisational context. The text is suitable for students of marketing and strategy at undergraduate, professional and masters levels.