This title was first published in 2000: Designed to explore the emerging challenges for marketing executives and their organizations, as well as to survey the v

Describes how to apply the successes of over 300 organizations who concentrated on marketing productivity, innovation, distribution channels, alliances, globali

Frameworks for Market Strategy helps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activ

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A compilation of the established knowledge in strategic account management While companies and academics expend tremendous effort on mass marketing, they often