Strategic marketing: cases, concepts and challenges
Auteur :
Atkinson, John / Wilson, Ian
Éditeur :
Pearson Education Limited
ISBN :
9780004990378
Date de publication :
31 mai 1996
Dimensions :
15,3 x 23,4 x 1,5 cm
Poids :
461 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This book is designed to help the reader to gain a practical understanding of the strategic marketing process. Through various international cases, the text shows how strategic marketing concepts can be applied to real-life situations, and how marketing solutions are found in different business sectors and environments