Handbook of marketing strategy
by
 
Shankar, Venkatesh, 1962-

Title
: 
Handbook of marketing strategy

Author
: 
Shankar, Venkatesh, 1962-

ISBN
: 
9781849800983
 
9781781951545
 
9781781005224

Publication Information
: 
Cheltenham, U.K. ; Northampton, Mass. : Edward Elgar Pub., c2012.

Physical Description
: 
xx, 504 p. : ill.

Contents
: 
Pt. 1. Concepts and organizational aspects of marketing strategy -- pt. 2. Understanding competition -- pt. 3. Customer-based marketing strategy -- pt. 4. Marketing strategy decisions -- pt. 5. Branding and brand strategies -- pt. 6. Marketing strategy dynamics -- pt. 7. Impact of marketing strategy.

Abstract
: 
This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing.

Subject Term
: 
Marketing -- Management.
 
Strategic planning.

Added Author
: 
Shankar, Venkatesh, 1962-
 
Carpenter, Gregory S.

Added Corporate Author
: 
Edward Elgar Publishing.

Electronic Access
: 
Elgar Online (Restricted to University of Ottawa)


LibraryMaterial TypeItem BarcodeShelf NumberCopy
IIEMSAGeneral Books33168025580008658.802 S528H 20121