Building on the view of marketing as a value-creation process that is central to any business enterprise, this book delineates the fundamentals of marketing strategy, offers a systematic approach to marketing management, and presents a value-based framework for developing viable market offerings.
| ISBN | 9781936572595 |
|---|---|
| EISBN | 9781936572649 |
| Author | Alexander Chernev |
| Publisher | Cerebellum Press, Inc. |
