An overview of marketing management with an emphasis placed on enabling the marketing manager to create strategies that “fit” the product/service to the organization’s distinctive competencies and its target market. Develops decision-making skills in marketing and provides an overview of the strategic marketing management process. Reviews the different methods used to address and exemplify the many issues and problems that are involved in creating and implementing the marketing strategy.
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Publisher: Prentice Hall (2013)
Author: Kerin, R., & Peterson, R.
ISBN: 978-0-13-274725-7
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