Strategic Marketing Management, 8th Edition

Strategic Marketing Management, 8th Edition

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Strategic Marketing Management (8th Edition) outlines the essentials of marketing theory and offers a structured approach to identifying, understanding, and solving marketing problems. This book delineates a comprehensive framework for articulating sound marketing strategies to guide business decisions involving product and service design, branding, pricing, sales promotion, communication, and distribution. The concepts, principles, and frameworks advanced in this book apply to a wide range of organizations, from startups to established market leaders, from packaged-goods manufacturers to value-added service providers, from nonprofit entities to for-profit corporations.Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He holds a PhD in psychology from Sofia University and a PhD in business administration from Duke University. Dr. Cherneva#39;sanbsp;...

Title:Strategic Marketing Management, 8th Edition
Author:Chernev, Alexander
Publisher:Cerebellum Press - 2014-06-15


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