| Description |
xxvi, 469 pages : illustrations ; 26 cm |
| Contents |
Machine derived contents note: 1. Strategic Marketing Planning. 2. Situation Analysis. 3. SWOT Analysis: A Framework for Developing Marketing Strategy. 4. Market Segmentation, Target Marketing, and Positioning. 5. Developing Customer Relationships Through Quality, Value, and Satisfaction. 6. Product Strategy. 7. Developing a Pricing Strategy. 8. Distribution and Supply Chain Management. 9. Integrated Marketing Communications. 10. Marketing Implementation and Control |
| Notes |
Previous ed. published under title |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing -- Management.
|
|
Marketing -- Management -- Case studies.
|
| Author |
Lucas, George H.
|
|
Hartline, Michael D.
|
| LC no. |
2001089968 |
| ISBN |
0030321034 |
|
