Strategic Marketing Analysis, 2nd Edition

Type

Book

Authors

Alexander Chernev

ISBN 10

0979003911

ISBN 13

9780979003912

Tags

Decision-Making & Problem Solving, Product Management, Education & Reference, Decision Making, Economics, Marketing

Description

This book offers a comprehensive framework for strategic marketing planning and outlines a structured approach to identifying, understanding, and solving marketing problems. It is written for a diverse audience. For business students, the strategic marketing analysis theory outlined in this book is an essential tool for case analysis in the classroom, as well as for management, strategic consulting, and marketing interviews. 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 offers a big-picture approach for planning new marketing campaigns and evaluating the success of ongoing marketing programs. - from Amzon

Number of Copies