Handbook of Marketing Strategy Book uri icon

abstract

  • 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

  • 4

author list (cited authors)

  • Shankar, V., & Carpenter, G. S.

citation count

  • 13

publication date

  • December 2012