Contemporary strategic marketing

Book

Brennan, R., Garneau, P., Vos, L. and Baines, P. 2008. Contemporary strategic marketing. Basingstoke Palgrave Macmillan.
TitleContemporary strategic marketing
AuthorsBrennan, R., Garneau, P., Vos, L. and Baines, P.
Abstract

Combining text, case studies and readings, this textbook places an emphasis on practicality. The second edition includes a new chapter on international marketing strategy, plus enhanced coverage of key account management, new coverage of customer value analysis, and a new chapter on marketing strategy for services.

Research GroupStrategic Marketing, Consumer Behaviour and Branding/Identity group
ISBN
Hardcover9780230507203
Edition2nd
PublisherPalgrave Macmillan
Place of publicationBasingstoke
Publication dates
Print2008
Publication process dates
Deposited23 Mar 2009
Output statusPublished
Additional information

Previous edn 2003 written by R. Brennan, P. Garneau and P. Baines.

LanguageEnglish
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