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.

author list (cited authors)

  • Shankar, V., & Carpenter, G.

publication date

  • January 1, 2012 11:11 AM