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Strategic Marketing: Cases and Concepts
John Atkinson
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Description for Strategic Marketing: Cases and Concepts
Paperback. .
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 ... Read more
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 ... Read more
Product Details
Publisher
Longman Higher Education Division (a Pearson
Format
Paperback
Publication date
1996
Condition
New
Number of Pages
296
Place of Publication
Harlow, United Kingdom
ISBN
9780004990378
SKU
V9780004990378
Shipping Time
Usually ships in 4 to 8 working days
Ref
99-2
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