Marketing strategy: a decision-focused approach

This edition presents four key trends that are sweeping the world of marketing theory and practice and creating opportunities for college graduates to bring new tools and ideas to employers or to their own entrepreneurial ventures. These key trends include: The growing interest among students everywhere in learning what it will take to run their own companies. The growing importance of emerging markets like India, China, Brazil and Russia on the global economic stage and the growing realization in companies everywhere that business today is a global game. The increasing attention being given in many companies to issues concerning the measurement of marketing performance and the extent to which marketing activities and spending contribute to the creation of shareholder value. The inexorable rise of the Internet, social networking, and blogs and the measurement of marketing performance and their wider implications for marketers.

• ISBN: 978-0-07-017146-6
• Editorial: McGraw-Hill
• Encuadernacion: Rústica
• Páginas: 384
• Fecha Publicación: 01/03/2010
• Nº Volúmenes: 1
• Idioma: Inglés