Handbook of marketing strategy / edited by Venkatesh Shankar and Gregory S. Carpenter.
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, d...
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Language: | English |
Published: |
Cheltenham, U.K. ; Northampton, Mass. :
Edward Elgar Pub.,
[2012], ©2012.
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Physical Description: | xx, 504 pages : illustrations |
Format: | Electronic eBook |
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