Marketing Strategy & Management - Diane M. Phillips

Marketing Strategy & Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models. Topics covered include: marketing planning, research and analysis; decision-making; the marketing mix; the management of customer relationships; monitoring/reporting of the strategy; and the crucial role of leadership. Â The text takes a global perspective that is both sustainability-focused and consumer-centric. Executive insights, head-scratching... Zobrazit více