Strategic marketing : an applied perspective

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Title:

Author:

Alsem, K. J.

ISBN:

9780073025865

Personal Author:

Alsem, K. J.

Publication Information:

Boston : McGraw-Hill, c2007.

Physical Description:

xi, 324 p. : ill. ; 27 cm.

Subject Term:

Marketing -- Management.

Electronic Access:

Table of contents http://www.loc.gov/catdir/enhancements/fy0642/2006013722-t.html
Publisher description http://www.loc.gov/catdir/enhancements/fy0642/2006013722-d.html

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Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020373359	658.8101 A461S 2007	1	Searching... Unknown

This text is designed as a stand alone text in a Marketing Strategy course with a focus on building customer value through the firm's marketing activities. The author aims to indicate the specific steps that comprise the strategic marketing planning process and how each of these steps should be implemented. The focus is on the activities that a company should perform within the framework of strategic marketing. The book follows the four-part division of evaluation, analysis, planning, and implementation.

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