Strategic Marketing Management
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Contains chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix'. This book covers the changing role of marketing, approaches to analysing marketing capability, E-marketing, branding, customer relationship management, relationship management myopia, and the decline of loyalty.
| Autor: | Gilligan, Colin; Wilson, Richard M. S.; Hines, Dr. Tony |
| Nakladatel: | Taylor & Francis Ltd |
| ISBN: | 9780750659383 |
| Rok vydání: | 2004 |
| Jazyk : | Angličtina |
| Vazba: | Paperback |
| Počet stran: | 882 |
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