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Marketing Strategy Pack: Towards a New Paradigm for Sustaining Forms of Marketing

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Marketing Strategy Pack: Towards a New Paradigm for Sustaining Forms of Marketing

by Alvin Lee, Mark Edwards

About this title: This pack contains both the textbook and casebook. Marketing Strategy: A Life-Cycle Approach takes a fresh approach to teaching students how to devise, implement and monitor strategies for superior performance in the market with a focus on themes of sustainability and ethics. The concepts and principles of strategic marketing are introduced from a product and business life-cycle perspective. Within that framework, the book explains the nature of strategic thinking, covers the theory and practical application of analytics, ... read more

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