New and expanded scope-This new edition accentuates the global perspective inwhich the author team provides an extensive range of global involvement. Thisnew scope allows students to recognize that competing in any market today requires a global perspective. New and current applications of business marketing initiatives are included in every chapter. These new features allow students to examine strategy, innovations, relationships, global ethics and corporate responsibility, Internet,and metrics aspects of business practice. Applications stress the management of strategic relationships throughout the value chain. Strategic customer relationship management- CRM is examined in a new chapter (Chapter 4), recognizing the escalating importance of this topic in business firms and its essential role in guiding marketing strategy. Increased coverage of innovation and new product planning and strategic brand management throughout this new edition. Enhancing brand equity has become a top priority challenge in companies around the world as students need to be aware of this challenge...
- ISBN: 978-0-07-126335-1
- Editorial: McGraw-Hill
- Encuadernacion: Rústica
- Páginas: 784
- Fecha Publicación: 01/05/2008
- Nº Volúmenes: 1
- Idioma: Inglés