Marketing Strategy, 8e is a focused, succinct text which can be used on its own or packaged with a case book. It covers the concepts and theories of creating and implementing a marketing strategy and offers
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Strategic Marketing 10/e by Cravens and Piercy is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The book is designed around the marke
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A focus on how marketing performance, profitability, and strategies affect profit.
Measuring performance and profitability in marketing is becoming more and more important in the business world. Best focu
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The book is a European adaptation of our current US book: Strategic Market Management, 9E by David Aaker.
Motivated by the strategic challenges created by the dynamic nature of markets, this book is on t
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The objective of Market-Based Management is to go beyond theory to provide readers with the necessary tools to use the marketing concepts presented in Market-Based Management.The Marketing Performance Tools al
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