Handbook of Marketing Strategy

By Gregory S. Carpenter

Book Overview

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, digital marketing and financial aspects of marketing.

• Format: Paperback
• Language: English
• ISBN: 1781951543
• ISBN13: 9781781951545
• Release Date: June 2013
• Publisher: Edward Elgar Publishing
• Length: 528 Pages
• Weight: 1.06 lbs.