Strategic Marketing (The Irwin Series in Marketing)
By David W. Cravens.
Description
"Strategic Marketing" examines the key issues and variables in selecting a strategy. It emphasizes marketing strategy that incorporates business strategy issues. Emphasis on services as well as products is expanded in the fourth edition. The book is designed around a marketing planning approach with a clear emphasis on how to do strategic analysis and planning. Three fourths of the cases are new to the fourth edition plus there are many significant changes, additions and new examples. - from Amzon
ISBN(s)
0256122121, 9780256122121
