This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of

This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of ma

Strategic Marketing Management: Theory and Practice offers a systematic overview of the fundamentals of marketing theory, defines the key principles of marketin

This third edition of Strategic Marketing Management confirms it as the classic textbook on the subject. Its step- by- step approach provides comprehensive cove