Contemporary strategic marketing.
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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.
Previous edn 2003 written by R. Brennan, P. Garneau and P. Baines.
|Research Areas:||Business School > Leadership, Work and Organisations|
|Deposited On:||23 Mar 2009 16:38|
|Last Modified:||12 May 2014 15:37|
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