Strategic Marketing Management - The Framework, 10th Edition - Alexander Chernev

Chernev outlines the essentials of marketing theory and offers a structured approach to identifying, understanding, and solving marketing problems. nStrategic Marketing Management: The Framework delineates the fundamentals of marketing strategy, offers a systematic approach to marketing management, and presents a value-based framework for developing viable market offerings. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. In addition to theory, this book offers a set of practical tools that enable managers to apply th…

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