Handbook of Marketing Strategy Book uri icon


  • This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. Venkatesh Shankar and Gregory S. Carpenter 2012. All rights reserved.

altmetric score

  • 3

author list (cited authors)

  • Shankar, V., & Carpenter, G.

citation count

  • 14

complete list of authors

  • Shankar, Venkatesh||Carpenter, Gregory

publication date

  • December 2012