TY  - BOOK
AU  - Lucas, George H.,
AU  - Ferrell, O.C.
AU  - Hartline, Michael D.,
TI  - Marketing strategy
SN  - 9780030321030
PY  - 2002///
PB  - South-Western Thompson Learning
KW  - HF COMMERCE
KW  - Marketing
KW  - Management
KW  - Case studies
KW  - Bibliography MSc - Marketing Management: Account-Based Marketing
KW  - Bibliography MSc - Marketing Management: Retail & Consumer Goods
N2  - Marketing Strategy is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which businesses function today. This text helps students develop a customer-oriented market strategy and market plan. Marketing Strategy, 2e is an appropriate text for the capstone course in Marketing or the MBA level course in Marketing
ER  -