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· 제목 : Strategic Marketing for the C-Suite: A Review of the Research Literature and Its Relevance to Senior Executives (Paperback)
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781680830569
· 쪽수 : 214쪽
· 출판일 : 2015-10-30
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781680830569
· 쪽수 : 214쪽
· 출판일 : 2015-10-30
목차
- Introduction
- What Are the Issues Facing The C-Suite?
- The First Domain: The Value of Marketing to the Firm
- The Second Domain: Managing the New Digital Market Space
- The Third Domain: Achieving Profitable Growth through Innovation
- The Fourth Domain: Developing Marketing Capabilities as a Source of Competitive Advantage
- The Fifth Domain: Addressing Society's Major Concerns
- The State of the Strategic Marketing Literature
- The Challenges Facing Academic Research on Strategic Marketing
- References
