ISBN:
9781781005224
Language:
English
Pages:
1 Online-Ressource (XXI, 504 S.)
,
graph. Darst.
Series Statement:
Elgar original reference
Series Statement:
Edward Elgar E-Book Archive
Parallel Title:
Erscheint auch als Handbook of marketing strategy
DDC:
658.802
Keywords:
Marketingmanagement
;
Marketingtheorie
;
Strategic planning
;
Marketing Management
;
Electronic books
;
Marketing
;
Strategic planning
;
Marketingstrategie
Abstract:
The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy.
DOI:
10.4337/9781781005224
URL:
Deutschlandweit zugänglich
URL:
Deutschlandweit zugänglich
