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Strategic Marketing Management (7th edition) offers a comprehensive framework for strategic planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For business students, the theory advanced in this book is an essential tool for understanding the logic and the key aspects of the marketing process. For managers and consultants, this book presents a conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution. For senior executives, the book provides a big-picture approach for developing new marketing campaigns and evaluating the success of ongoing marketing programs.
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- PublisherCerebellum Press
- Publication date2012
- ISBN 10 193657215X
- ISBN 13 9781936572151
- BindingPaperback
- Number of pages254
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Strategic Marketing Management Chernev, Alexander and Kotler PH D, S C Johnson Distinguished Professor of International Marketing Philip
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