Strategic Marketing (10th Edition) (English Edition)

Author: Roger A. Kiel (USA) and others
Publisher:
Publish Date: 2005-12-01
Features: This book is one of the best-selling textbooks in the field of strategic marketing. The authors primarily adopt a combination of theory and practice, introducing the concepts and tools needed to analyze and solve marketing problems through numerous cases, and vividly elaborating on the issues and solutions in marketing. The specific content mainly includes: fundamentals of strategic management, marketing decision-making, opportunity analysis, market segmentation and target market selection, service strategy and brand management, integrated marketing communication strategies, pricing strategies, comprehensive marketing plans, etc.