MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02318cam a22002658i 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
0000063810 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
0001 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
140412r20122012enk 001|0 eng|d |
| 015 ## - NATIONAL BIBLIOGRAPHY NUMBER |
|---|
| National bibliography number |
GBB314085 |
| Source |
bnb |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781781951545 (pbk.) : |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
StDuBDS |
| Language of cataloging |
eng |
| Transcribing agency |
StDuBDS |
| Description conventions |
rda |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.802 |
| Edition number |
23 |
| 084 ## - OTHER CLASSIFICATION NUMBER |
|---|
| Classification number |
658.802 |
| Item number |
HAN |
| 245 00 - TITLE STATEMENT |
|---|
| Title |
Handbook of marketing strategy |
| Medium |
[Book] / |
| Statement of responsibility, etc. |
edited by Gregory S. Carpenter and Venkatesh Shankar. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
Cheltenham : |
| Name of publisher, distributor, etc. |
Edward Elgar, |
| Date of publication, distribution, etc. |
2012. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxi, 504 p. ; |
| Dimensions |
25 cm. |
| 490 0# - SERIES STATEMENT |
|---|
| Series statement |
Elgar original reference |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Originally published: 2012. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing. |
|
|---|
| Topical term or geographic name entry element |
Strategic planning. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Carpenter, Gregory S., |
| Relator term |
editor. |
|
|---|
| Personal name |
Shankar, Venkatesh, |
| Dates associated with a name |
1962-, |
| Relator term |
editor. |
| 852 ## - LOCATION |
|---|
| Piece designation |
47399 |
| -- |
0.00 |
| Classification part |
658.802 HAN |
| -- |
Global~Link Information Services |
| Sublocation or collection |
Reference |
| Former shelving location |
Reference |
| Copy number |
1 |
| Piece physical condition |
1-New |
| Location |
JZL-CUI |
