Publisher's Synopsis
In Contemporary Stategic Marketing students are encouraged to tackle these and many other strategic questions. Contemporary Strategic Marketing is designed as a complete course for final year undergraduates. It provides students with the solid intellectual foundations they need through comprehensive coversage of the traditional and contemporary elements of strategic marketing. Through original readings taken from the work of leading thinkers in the field and fifteen practical case studies it encourages the student to engage with real strategic marketing decisions.
Contemporary Strategic Marketing:
* is an extremely fluent, highly readable and effective text designed to engage and excite students about the challenges of strategic marketing
* offers a unique combination of text, case studies and readings, making this a complete course companion
* highlights the lastest innovations and current debates in the field, including the use of the Internet, relationship marketing strategies and value-based marketing
