Strategy and Process in Marketing explores marketing strategy and marketing management in a way that reflects the current paradigm shift away from the tradional view of marketing and its exclusive emphasis on the consumer and the 4Ps. It embraces a wider network approach with relational marketing and channel management as key. Business systems, core processes and reengineering are incorporated into a reconceptualisation about how marketing is managed.
- ISBN10 0131821636
- ISBN13 9780131821637
- Publish Date 22 March 1996
- Publish Status Out of Print
- Out of Print 15 March 2021
- Publish Country US
- Imprint Prentice Hall
- Format Paperback
- Pages 520
- Language English