Description
Strategic Marketing Management, Fourth Edition
▀ Presents a comprehensive view of strategic thinking, strategy development, and strategy execution.
▀ Provides in-depth treatment of the idea that successful marketing strategies are built on understanding, the external environment, and internal competencies.
▀ Provides wide geographic perspective to prepare students for decision making in a complex, interdependent, and integrated world.
▀ Reinforces the significance of a consumer-centric approach to making strategic marketing decisions.
▀ Twelve brand-new end-of-chapter cases focus on new business models, technological developments, and marketing strategies.
▀ Includes a new chapter on digital marketing.
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