Strategic Marketing: A Practical Approach

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9780071244176: Strategic Marketing: A Practical Approach

This text is designed as a stand alone text in a Marketing Strategy course with a focus on building customer value through the firm's marketing activities. The author aims to indicate the specific steps that comprise the strategic marketing planning process and how each of these steps should be implemented. The focus is on the activities that a company should perform within the framework of strategic marketing. The book follows the four-part division of evaluation, analysis, planning, and implementation.

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