Handbook of Marketing Strategy true
By:Venkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamilton
Published on 2012 by Edward Elgar Publishing
This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.
This Book was ranked at 11 by Google Books for keyword marketing.
Book ID of Handbook of Marketing Strategy's Books is _qpCxOdBRScC, Book which was written byVenkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamiltonhave ETAG "Ndx5gXvRmBQ"
Book which was published by Edward Elgar Publishing since 2012 have ISBNs, ISBN 13 Code is 9781781005224 and ISBN 10 Code is 1781005222
Reading Mode in Text Status is false and Reading Mode in Image Status is true
Book which have "528 Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
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Handbook of Marketing Strategy byVenkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamilton
Handbook of Marketing Strategy -Venkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamilton- 9781781005224
Handbook of Marketing Strategy -Venkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamilton- 1781005222
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