This systematically organized text, now in its second edition, gives an in-depth analysis of the multidimensional aspects of strategic marketing. Comprising a h

This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of ma

Leadership, adaptability, value creation. These are the skills necessary for tomorrow's managers. This book is designed to help students think critically and un

Rev. ed. of: Analysis without paralysis: 10 tools to make better strategic decisions. c2008.

In today's competitive environment, the consumer occupies a predominant position in the eyes of a marketer or business organization. The preferences and predile