Stock Image

Strategic Marketing: Cases and Concepts

Atkinson, John (Cheltenham and Glouceste

1 ratings by Goodreads
ISBN 10: 0004990374 / ISBN 13: 9780004990378
Published by Longman Higher Education Division (a Pearson
New Condition: New Soft cover
From Kennys Bookstore (Olney, MD, U.S.A.)

AbeBooks Seller Since 09 October 2009

Quantity Available: 1
Buy New
List Price: 85.75
Price: 57.03 Convert Currency
Shipping: 0 Within U.S.A. Destination, Rates & Speeds
Add to basket

About this Item

This book is designed to help the reader to gain a practical understanding of the strategic marketing process. Through various international cases, the text shows how strategic marketing concepts can be applied to real-life situations, and how marketing solutions are found in different business sectors and environments Num Pages: 296 pages, illustrations. BIC Classification: KJC; KJS. Category: (P) Professional & Vocational. Dimension: 235 x 159 x 19. Weight in Grams: 454. . 1996. Paperback. . . . . Books ship from the US and Ireland. Bookseller Inventory # V9780004990378

Ask Seller a Question

Bibliographic Details

Title: Strategic Marketing: Cases and Concepts

Publisher: Longman Higher Education Division (a Pearson

Binding: Soft cover

Book Condition:New

About this title

Synopsis:

This book is designed to help both students and the general reader gain a practical understanding of the strategic marketing process, and how it can be applied to a variety of real-life organisational and national environments. As a case book it encourages readers to develop a 'strategic mindset' towards the development of marketing programmes. The cases are based upon primary information and many are complemented by financial data, thus allowing readers to become 'insiders' rather than observers. Cases are supported by sections on relevant theory and specific learning notes. Part one introduces and reviews relevant strategic marketing concepts and practices. Introductory chapters explore the strategy/marketing interface, the conventional strategic marketing process and some contemporary challenges to established practices. Part two gives readers the chance to apply strategic marketing principles to a variety of situations, and information is introduced to emphasise the urgency of the situation, whilst the reality of the fiancial data serves to constrain the submission of unrealistic marketing programmes. Strategic Marketing: Cases, Concepts and Challenges is essential reading for students and practitioners who wish to bridge strategic marketing theory and practice in the wider organisational context. The text is suitable for students of marketing and strategy at undergraduate, professional and masters levels.

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

Store Description

We carry a comprehensive range of out of print and rare books.

Visit Seller's Storefront

Terms of Sale:

We guarantee the condition of every book as it's described on the Abebooks web
sites. If you're dissatisfied with your purchase (Incorrect Book/Not as
Described/Damaged) or if the order hasn't arrived, you're eligible for a refund
within 30 days of the estimated delivery date. For any queries please use the contact seller link or send an email to books@kennys.ie,

Conor Kenny

Shipping Terms:

All books securely packaged. Some books ship from Ireland.

List this Seller's Books

Payment Methods
accepted by seller

Visa Mastercard American Express