TY  - BOOK
AU  - Lee,Alvin
AU  - Edwards,Mark G.
TI  - Marketing strategy : a life-cycle approach
SN  - 978-1-107-41441-9
U1  - 658.802 
PY  - 2013///
CY  - Cambridge
PB  - Cambridge University press
KW  - Marketing
KW  - Marketing strategy
KW  - Marketingmanagement
N2  - "Marketing Strategy: A Life-Cycle Approach takes a fresh approach to teaching students how to devise, implement and monitor strategies for superior performance in the market with a focus on themes of sustainability and ethics. The concepts and principles of strategic marketing are introduced from a product and business life-cycle perspective. Within that framework, the book explains the nature of strategic thinking, covers the theory and practical application of analytics, explores the considerations, constraints and possible strategic marketing choices available at each stage of the product life-cycle and outlines how to monitor and modify the performance of strategies. Each chapter includes review questions to consolidate learning. Extensive additional resources are available on the companion website, including chapter outlines and test-bank questions. An accompanying book of case studies, Marketing Strategy Casebook, provides a rich source of material to develop students' awareness of how the concepts and principles are applied in real-world contexts."--Back cover
ER  -