Case Studies for Industrial and Business Marketing
Emerald Group Publishing Limited eBooksPublished 29 January 1997
Arch G. Woodside
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Abstract
Aims to help increase knowledge, skills and insights into making effective decisions in the 'bigger hall' of marketing management. This book covers setting strategic direction; product and customer portfolio analysis; product development; advertising; pricing; channel management; environmental scanning; and measuring strengths and weaknesses.
Keywords
Business, Management and Accounting