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Bog, 12. edition, 2024
Bog, 1. edition, 2010
Bog, 8. ed., 2008
Bog, European ed., 2007
Bog, 5. ed., 1998
Bog, 4. ed., 1995
Details
Description
Extensively revised and updated, the twelfth edition offers newly written chapters focused on growth and branding that reflect cutting-edge frameworks based on the most recent research and the authors' experiences with leading companies; new real-world examples and stronger frameworks; and new 'digital marketing strategy' topics, including the metaverse, algorithmic bias, augmented reality, influencers, and gamification.
Content
Latest edition, bogChapter 1 Strategic Market Management--An Introduction and Overview Chapter 2 Environmental Analysis Chapter 3 Customer Analysis Chapter 4 Competitor Analysis Chapter 5 From Strategic Market Analysis to Marketing Strategy Chapter 6 Creating Advantage: Customer Value Leadership Chapter 7 Building and Managing Customer Relationships Chapter 8 Creating Valuable Customers Chapter 9 Creating Strong Brands Chapter 10 Strategic Brand Management Chapter 11 The Growth Imperative Chapter 12 Full-Spectrum Innovation Chapter 13 Evaluating Growth Options Chapter 14 Managing Global Strategies Chapter 15 Managing the Business and Brand Portfolio Chapter 16 Harnessing the Organization Chapter 17 How Marketing Activities Create Value for Companies
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