Author | Ferrell, O. C |
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Title | Marketing strategy / O. C. Ferrell, Michael D. Hartline, George H. Lucas |
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Imprint |
Australia : South-Western, 2002 |
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Edition |
2nd ed |
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Descript |
xxvi, 469 p |
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CONTENT
Strategic marketing planning -- Situation and environmental analysis -- SWOT analysis : a framework for developing marketing strategy -- Market segmentation, target marketing, and positioning -- Developing customer relationships through quality, value, and satisfaction -- Product strategy -- Developing a pricing strategy -- Distribution and supply chain management -- Integrated marketing communications -- Marketing implementation and control
SUBJECT
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Marketing -- Management
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Marketing -- Management -- Case studies
LOCATION | CALL# | STATUS |
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Chula Business School Library | 658.8 F383M 2002 |
CHECK SHELVES
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Communication Arts Library | 658.8 F383M 2002 |
CHECK SHELVES
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