Contemporary strategic marketing

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


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: A. > Business School > International Management and Innovation
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 1672
Depositing User: Repository team
Date Deposited: 23 Mar 2009 16:38
Last Modified: 13 Oct 2016 14:13

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