Strategic Marketing 4th Edition

ISBN-13: 9780198856764 / Angielski / Miękka / 2022 / 576 str.

King's Lecturer in Marketing Matteo (Lecturer in Marketing

Opis

Practical, relevant, and with implementation at its core, this is the ideal guide to strategic marketing. The fourth edition offers extensively-revised global examples throughout, and unique interviews with practitioners to give invaluable real-world insights and advice.

Recenzje

A clear and user-friendly text addressing the needs of the modern marketing decision-maker. Dr Edel Foley, Technological University Dublin

O autorze

Doug West was Professor of Marketing, King's College London. Prior to this he was Professor of Marketing at Birmingham Business School, and Director of the MARCOMS Research Centre at the University of Westminster. Previously he has held positions at South Bank, Henley Management College, and the University of Calgary. John Ford is Professor and Eminent Scholar at Old Dominion University in Norfolk, Virginia. He specializes in international marketing strategic issues, and his specific interests in research include cross-cultural advertising and marketing research issues. Essam Ibrahim was a Professor of Marketing, the British University in Egypt (BUE). Prior to this he has held various academic positions in Marketing Departments at the University of Edinburgh, University of Strathclyde, Manchester Metropolitan University, and Huddersfield University. He specialises in marketing strategy and international marketing. Matteo Montecchi is Lecturer in Marketing, King's College London. Previously Matteo held the positions of senior lecturer, course leader and programme director at University of the Arts London, London College of Fashion).