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Book Categories |
| Preface | ||
| Executive summary | ||
| Pt. 1 | The Global Setting | 1 |
| 1 | Marketing trends | 3 |
| 2 | The paradox of centralization/decentralization | 25 |
| Pt. 2 | Marketing Strategies | 49 |
| 3 | Critical strategic concepts | 51 |
| 4 | Organizing for marketing advantage | 77 |
| 5 | Brand strategies | 121 |
| Pt. 3 | Marketing Programmes | 167 |
| 6 | The sharp end of promotion and sales | 169 |
| 7 | Setting the price | 207 |
| Pt. 4 | Managing Information and Culture | 227 |
| 8 | Marketing and information technology | 229 |
| 9 | The human factor | 263 |
| Bibliography | 289 | |
| Index | 291 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Anunat Sangjindavong
reviewed The marketing challenge on July 19, 2016
The marketing challenge
A lovely book!
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