This book aims to present state-of-the-art marketing technology in a three-level decision and analysis framework, and to integrate case studies with the text. It provides a flow diagram for formulating marketing strategies, and offers case studies developed to provide practice with the book's concepts, applying both managerial judgement and higher-level analytical approaches to complex marketing strategy problems. There is also software support demonstrating the level of analysis, and an annual marketing plan.
- ISBN10 0138519404
- ISBN13 9780138519407
- Publish Date 1 December 1990 (first published 1 November 1990)
- Publish Status Out of Print
- Out of Print 13 February 2002
- Publish Country US
- Imprint Pearson
- Format Hardcover
- Pages 800
- Language English