Handbook of marketing strategy / ed. by Venkatesh Shankar ...

Mitwirkende(r):

Shankar, Venkatesh, 1962- [HerausgeberIn]

Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Englisch Reihen: Elgar original reference | Edward Elgar E-Book ArchiveVerlag: Cheltenham, U.K ; Northampton, MA, USA : Edward Elgar, 2012Beschreibung: 1 Online-Ressource (XXI, 504 S.) : graph. DarstISBN:

9781781005224

Schlagwörter:

Andere physische Formen: 9781849800983 | 9781849800983. | 9781781951545. | Erscheint auch als: Handbook of marketing strategy. Druck-Ausgabe. Cheltenham [u.a.] : Elgar, 2012. XXI, 504 S.DDC-Klassifikation:

658.802
658.8/02

RVK: RVK: QP 600LOC-Klassifikation:

HF5415.13

DOI: DOI: 10.4337/9781781005224Online-Ressourcen:

Zusammenfassung: The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy.PPN: PPN: 1023444720Package identifier: Produktsigel: ZDB-1-EWE

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