Strategic Marketing Management (RLE Marketing)
This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of effective plans. The information requirements of marketing management are highlighted and the marketing information system concept is developed within the framework of managerial information systems. In the chapters which deal with the elements of the marketing 'mix', the interrelated nature of these variables is emphasized. The book illustrates how the successful marketing manager can master each 'weapon' in the marketing 'armoury' and how (s)he can integrate those weapons to achieve…
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Produktdetails
- ISBN: 978-1-317-64699-0
- EAN: 9781317646990
- Produktnummer: 17044081
- Verlag: Taylor & Francis Ltd.
- Sprache: Englisch
- Erscheinungsjahr: 2014
- Seitenangabe: 290 S.
- Plattform: EPUB
- Masse: 4'229 KB
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