Marketing. Planning & Strategy
Autor: Subhash Jain
Uses a variety of analytical frameworks to demonstrate how companies formulate and implement strategy. Explores marketing strategy from the viewpoint of the business unit, and clearly distinguishes marketing strategy from marketing management. Includes 29 real-life cases with questions, plus chapter summaries and discussion questions. This sixth edition adds material on the global market, emphasizes the role of the Internet, and brings an international focus. Eighteen cases are new.