Absolute Essentials of Strategic Marketing
商品資訊
ISBN13：9780367524753
出版社：Routledge
作者：Tony Proctor
出版日：2023/05/31
裝訂：平裝
商品簡介
Strategic marketing is a complex topic, and this short-form textbook illuminates its fundamental elements to provide a bird's-eye view of the field for students of marketing strategy.
Focused on the marketing of goods and services, the book highlights how incremental changes in the market environment drive changes to marketing strategies. The author, an experienced marketing expert, uses the concept of 'strategic windows' to facilitate student understanding, looking at how firms can best anticipate and react to opportunities and threats.
Enhanced by text features such as essential summaries, focused references and additional online supplements, this very short introduction enables the reader to zero in on the core priorities for strategic marketers. The result is a volume that is valuable reading for marketing students around the world.
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