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Strategic marketing management cases / David W. Cravens, Charles W. Lamb Jr., Victoria L. Crittenden

Main Author Cravens, David W. Coauthor Lamb, Charles W., Jr.
Crittenden, Victoria L. Edition 5th ed. Publication Chicago : Irwin, 1996 Description XVI, 714 p. ISBN 0-256-13689-0 Abstract Resumo: Focusing on the major decision-making challenges facing marketing managers in the late 1990s, this text's cases include a broad range of companies. It reflects marketing management priorities: market orientation, growth strategies, and target market strategies
 Índice: Part I - Marketing overview; Part II - Marketing orientation; Part III - Growth strategies; Part IV - Target market strategies; Part V - Marketing relationships; Marketing VI - Marketing program development; Part VII - Organizing, implementing, & assessing performance Topical name marketing - estudo de casos
Marketing estratégico CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 [E] CRA 2470 Available 2470
Total holds: 0

Resumo: Focusing on the major decision-making challenges facing marketing managers in the late 1990s, this text's cases include a broad range of companies. It reflects marketing management priorities: market orientation, growth strategies, and target market strategies

Índice: Part I - Marketing overview; Part II - Marketing orientation; Part III - Growth strategies; Part IV - Target market strategies; Part V - Marketing relationships; Marketing VI - Marketing program development; Part VII - Organizing, implementing, & assessing performance

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