Handbook of Marketing Strategy
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Handbook of Marketing Strategy

  • Elgar original reference

Edited by Venkatesh Shankar and Gregory S. Carpenter

This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing.
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Chapter 1: Introduction

Venkatesh Shankar and Gregory S. Carpenter