Contemporary strategic marketing

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


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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