Handbook of Marketing Strategy

Venkatesh Shankar*, Gregory S. Carpenter

*Corresponding author for this work

Research output: Book/ReportBook

13 Scopus citations


This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing.

Original languageEnglish (US)
PublisherEdward Elgar Publishing Ltd.
ISBN (Print)9781849800983
StatePublished - 2012

ASJC Scopus subject areas

  • Business, Management and Accounting(all)


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