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

Research Areas:A. > Business School > International Management and Innovation
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
ID Code:1672
Deposited On:23 Mar 2009 16:38
Last Modified:07 Oct 2015 10:39

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