Publication Date 31 Jan 17
Overview- Integrates state-of-the-art data analytic techniques into all aspects of the strategic planning process, allowing managers to make more effective data-based decisions - Provides over 250 diverse marketing examples from 25 countries and most industry segments, showing how various processes, tools, and frameworks apply to many different businesses, countries and situations - Integrates easily with data analysis (e.g. MEXL, SPSS, SAS) and market simulation (e.g. Markstrat) software, to provide hands-on access to marketing strategy through experiential learning tools - A companion website provides a rich assortment of additional resources for both students and lecturers, including datasets, a test bank, videos introducing each of the chapters of the book, an instructor?s manual and syllabi, and PowerPoint slides - Clear page design with in-built pedagogical features to help students learn effectively - Glossary at the back of the book clarifies terms used within the industry
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