| Titre : |
Marketing strategy : text and cases |
| Type de document : |
Livre |
| Auteurs : |
O. C. FERRELL, Auteur ; Michael D. HARTLINE, Auteur |
| Mention d'édition : |
6th edition |
| Editeur : |
SOUTH-WESTERN/CENGAGE LEARNING |
| Année de publication : |
2014 |
| Importance : |
587 p. |
| Présentation : |
ill. |
| Format : |
26 cm |
| ISBN/ISSN/EAN : |
978-1-285-07304-0 |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
CONCURRENCE ; MARKETING EXPERIENTIEL ; MARKETING STRATEGIQUE
|
| Index. décimale : |
121.67 MARKETING STRATEGIQUE |
| Résumé : |
the sixth edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategies--helping students learn to develop a customer-oriented market strategy and market plan. Students sharpen their analytical and creative critical thinking skills as they learn the key concepts and tools of marketing strategy. Continuing in the text's signature student-friendly style, the sixth edition covers essential points without getting bogged down in industry jargon--all in a succinct 10 chapters |
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