Russell Abratt, Michael Bendixen

Gebundenes Buch

Strategic Marketing

Concepts and Cases

Beschreibung

This book is a unique collection of comprehensive cases that explore cases and issues surrounding strategic marketing. With case studies and analysis from a broad range of global contexts and industries, students will gain a working knowledge of developing and applying market-driven strategy.

Autor

Russell Abratt is a Professor of Marketing in the Huizenga College of Business at Nova Southeastern University. His research has been published in the Journal of Advertising Research, California Management Review, Industrial Marketing Management, Journal of Business Ethics, and European Journal of Marketing, among others. Michael Bendixen is a Professor of Marketing in the Huizenga College of Business at Nova Southeastern University. His research has been published in the Journal of International Business Studies, Journal of Business Ethics, Industrial Marketing Management, Journal of Business Research, and European Journal of Marketing, among others.

Produktdetails

• Verlag: Routledge
• Seitenzahl: 160
• Erscheinungstermin: 3. Juli 2018
• Englisch
• Abmessung: 240mm x 161mm x 13mm
• Gewicht: 411g
• ISBN-13: 9781138593633
• ISBN-10: 113859363X
• Artikelnr.: 53212436