Advanced Marketing Strategy: Phenomena, Analysis, and Decisions [Textbook Binding]

Glen L. Urban (Author), Steven H. Star (Author)

Book Description

ISBN-10: 0138519404 | ISBN-13: 978-0138519407 | Publication Date: October 18, 1990 | Edition: US ed

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.

Editorial Reviews

From the Publisher

Using the language of professional marketers and an integrated managerial/analytic approach, this book covers marketing technology in a three-level theoretical framework supported with case studies.

From the Back Cover

M->CREATED

Product Details

• Textbook Binding: 800 pages
• Publisher: Prentice Hall College Div; US ed edition (October 18, 1990)
• Language: English
• ISBN-10: 0138519404
• ISBN-13: 978-0138519407
• Product Dimensions: 10.4 x 8.3 x 1.1 inches
• Shipping Weight: 3 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #2,630,828 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

1 of 3 people found the following review helpful:

5.0 out of 5 stars Useful textbooks for marketing intermediates, February 21, 2002

By 

Tang Lai Kwan (Hong Kong) - See all my reviews

This review is from: Advanced Marketing Strategy: Phenomena, Analysis, and Decisions (Textbook Binding)

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. This book can slove a specific marketing problem in a problem solving manner.