Handbook of Marketing Strategy
- View All
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. S.