Strategic Marketing / Cases, Concepts and Challenges

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TextPublication details: Prentice Hall, 1996Description: 294ISBN:

4990374

Summary: This case book encourages readers to develop a 'strategic mindset' towards the development of marketing programs. Acknowledgements, Introduction, Strategic Marketing: Concepts and Processes and Challenges, The Strategic Marketing Planning Process, Case Studies, Banking on a Winning Strategy, Care Net, Carlsberg Ice Beer, Roses Grow an You, Benetton - Feeling Off Color, Bearing the Brunt, Philips Electrical Kettles, Epilogue, Bibliography.

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Item type	Current library	Call number	Copy number	Status	Barcode
Books	MC Athens Campus Library	658.81 ΑΤΚ (Browse shelf(Opens below))	1	Available	9780000014740

This case book encourages readers to develop a 'strategic mindset' towards the development of marketing programs. Acknowledgements, Introduction, Strategic Marketing: Concepts and Processes and Challenges, The Strategic Marketing Planning Process, Case Studies, Banking on a Winning Strategy, Care Net, Carlsberg Ice Beer, Roses Grow an You, Benetton - Feeling Off Color, Bearing the Brunt, Philips Electrical Kettles, Epilogue, Bibliography.

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Strategic Marketing / Cases, Concepts and Challenges