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Frameworks for Market Strategy

Frameworks for Market Strategy

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  • ISBN:9781138889194
  • Editorial: Routledge
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:590
  • Idiomas:Ingles

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Frameworks for Market Strategy: European Edition helps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activity is the source of insight on the market, customers, and competitors, and lies at the core of leading and managing a business. To understand how marketing fits into the broader challenge of managing a business, Capon and Go address marketing management both at the business and functional levels. The book moves beyond merely presenting established procedures, processes, and practices and includes new material based on cutting edge research to ensure students develop strong critical thinking and problem-solving skills for success. In this European edition, Capon and Go have retained the strong framework of the book, but has updated the cases, examples and discussions to increase the book's relevance for students outside the US

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