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Strategic Marketing: Cases and Concepts

Atkinson, John (Cheltenham and Glouceste

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ISBN 10: 0004990374 / ISBN 13: 9780004990378
Published by Longman Higher Education Division (a Pearson
New Condition: New Soft cover
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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

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Title: Strategic Marketing: Cases and Concepts

Publisher: Longman Higher Education Division (a Pearson

Binding: Soft cover

Book Condition:New

About this title


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.

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