Advanced Marketing Strategy: Phenomena, Analysis, and Decisions (Textbook Binding)

~ (Author), Steven H. Star (Author)

Editorial Reviews

Product Description

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.

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.

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Product Details

• Textbook Binding: 800 pages
• Publisher: Prentice Hall; 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.com Sales Rank: #861,590 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 2 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

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.