Strategic Marketing Management: The Framework
| By: | Alexander Chernev |
| Publisher: | Cerebellum Press, Inc. |
| Print ISBN: | 9781936572595 |
| eText ISBN: | 9781936572649 |
| Edition: | 10 |
| Copyright: | 2019 |
| Format: | Reflowable |
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Table of Contents
Building on the view of marketing as a value-creation process that is central to any business enterprise, this book delineates the fundamentals of marketing strategy, offers a systematic approach to marketing management, and presents a value-based framework for developing viable market offerings.