Strategic marketing : creating competitive advantage.
by
West, Douglas C., author.
Title
:
Strategic marketing : creating competitive advantage.
Author
:
West, Douglas C., author.
ISBN
:
9780198856764
Personal Author
:
West, Douglas C., author.
Edition
:
Fourth edition / Douglas West, John Ford, Essam Ibrahim, Matteo Montecchi.
Physical Description
:
xxix, 568 pages : color illustrations ; 25 cm
General Note
:
Previous edition written by Douglas West, John Ford, and Essam Ibrahim. 2015.
Abstract
:
Practical, relevant, and with implementation at its core, this is the ideal guide to strategic marketing. The fourth edition offers extensively-revised global examples throughout, and unique interviews with practitioners to give invaluable real-world insights and advice.
Subject Term
:
Marketing.
Marketing -- Management.
Marketing -- Decision making.
Strategic planning.
Added Author
:
Ford, John B. (John Battice), 1949-
Ibrahim, Essam,
Montecchi, Matteo,
West, Douglas C. Strategic marketing. Third edition.