Strategic marketing management
Auteur :
Wilson, Richard M.S. / Gilligan, Colin
Éditeur :
Taylor & Francis Ltd
ISBN :
9781138441224
Date de publication :
28 juil. 2017
Dimensions :
28,0 x 21,0 cm
Poids :
1800 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Contains chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix'. This book covers the changing role of marketing, approaches to analysing marketing capability, E-marketing, branding, customer relationship management, relationship management myopia, and the decline of loyalty.