Strategic Marketing Management

Strategic Marketing Management

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This text offers comprehensive coverage of current marketing management concepts and issues such as globalization, information age economy, ethics, and the environment. Each chapter opens with a scenario that introduces students to the topic, a margin glossary throughout defines special terms, and end-of-chapter discussion questions and exercises test students' understanding of the material. The supplementary casebook, which may be used with any marketing text, provides timely, relevant studies of organizations in a wide range of industries.Frigidaire had 10 operating sites within the United States, with its corporate headquarters located in Dublin, Ohio. ... Transmission assemblies for washing machines were made at a smaller plant in nearby Jefferson, Iowa. ... Aside from the many mechanical problems that were reported (front-loaders were much more technologically complex than top-loaders), consumers perceived that front- loaders didanbsp;...

Title:Strategic Marketing Management
Author:Carol H. Anderson, Julian W. Vincze
Publisher: - 2000


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