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Where are we now? Where do we want to be? How do we get there? Which way is best? And how can we ensure arrival? Strategic Marketing Management earned its place as a classic textbook by building marketing strategy around a few simple questions. This immediately accessible structure has long made it the go-to textbook for intelligent marketing students that want to take a strategic view of marketing s core principles. This book also includes a lucid section on the challenging topic of management control, making it ...

Strategic Marketing Management 1997, Butterworth-Heinemann, Oxford, England

ISBN-13: 9780750622448

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