Advanced Marketing Strategy: Phenomena, Analysis, and Decisions

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9780138519407: Advanced Marketing Strategy: Phenomena, Analysis, and Decisions

This book aims to present state-of-the-art marketing technology in a three-level decision and analysis framework, and to integrate case studies with the text. It provides a flow diagram for formulating marketing strategies, and offers case studies developed to provide practice with the book's concepts, applying both managerial judgement and higher-level analytical approaches to complex marketing strategy problems. There is also software support demonstrating the level of analysis, and an annual marketing plan.

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From the Publisher:

Using the language of professional marketers and an integrated managerial/analytic approach, this book covers marketing technology in a three-level theoretical framework supported with case studies.

From the Back Cover:

This book stands for the synthesis of the managerial and the analytic approaches to marketing. During the past three decades, these two points of view have diverged sharply.

"About this title" may belong to another edition of this title.

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Urban, Glen L., Star, Steven H.
Published by Prentice Hall College Div (1990)
ISBN 10: 0138519404 ISBN 13: 9780138519407
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Urban, Glen L.; Star, Steven H.
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