TY - BOOK
T1 - Handbook of Marketing Strategy
AU - Shankar, Venkatesh
AU - Carpenter, Gregory S.
PY - 2012
Y1 - 2012
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84881933824&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84881933824&partnerID=8YFLogxK
U2 - 10.4337/9781781005224
DO - 10.4337/9781781005224
M3 - Book
AN - SCOPUS:84881933824
SN - 9781849800983
BT - Handbook of Marketing Strategy
PB - Edward Elgar Publishing Ltd.
ER -