A note on book covers: while we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
Written for the capstone course in marketing or marketing strategy, Marketing Planning and Strategy will help students develop strategic marketing skills essential for today’s global competition. This text focuses on marketing strategy from the viewpoint of the business unit, and clearly distinguished marketing strategy from marketing management...
A note on book covers: while we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
Essential guide for strategic marketing in competitive markets.
Who is this book for?
If you're diving into marketing strategy, this book offers a clear focus on developing strategic skills critical for today’s global business environment. Its emphasis on the business unit perspective makes it highly practical, perfect for students or professionals looking to sharpen their strategic thinking and planning abilities in competitive contexts.
