Contemporary strategic marketing.

Brennan, Ross and Garneau, Paul and Vos, Lynn and Baines, Paul R. (2008) Contemporary strategic marketing. Palgrave Macmillan, Basingstoke. ISBN 9780230507203

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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.

Item Type:Book
Additional Information:

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

Research Areas:Business School > Leadership, Work and Organisations
ID Code:1672
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Deposited On:23 Mar 2009 16:38
Last Modified:12 May 2014 15:37

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