"Marketing Management and Strategy" is a concise and practical
management guide to the latest ideas in advanced Marketing and
Strategy. The authors show how to develop a marketing orientation
in the organisation and how this impacts on the ultimate corporate
goals of profit, growth and security. They then examine how
marketing strategies are developed and implemented through
effective product, pricing, distribution, communication and
services.
This is a core text for MBA Marketing Management course and for
university short courses for executives. This will also be suitable
for any undergraduates or postgraduates on marketing strategy
courses.
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