Format:
1 Online-Ressource (XXI, 504 S.)
,
graph. Darst.
ISBN:
9781781005224
Series Statement:
Elgar original reference
Content:
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.
Additional Edition:
ISBN 9781849800983
Additional Edition:
ISBN 9781849800983
Additional Edition:
ISBN 9781781951545
Additional Edition:
Erscheint auch als Druck-Ausgabe Handbook of marketing strategy Cheltenham [u.a.] : Elgar, 2012 ISBN 1781951543
Additional Edition:
ISBN 9781781951545
Additional Edition:
ISBN 1849800987
Additional Edition:
ISBN 9781849800983
Language:
English
Subjects:
Economics
Keywords:
Marketingstrategie
DOI:
10.4337/9781781005224
URL:
Deutschlandweit zugänglich
URL:
Deutschlandweit zugänglich
