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Because strategic marketing is the essential marketing activity, Mooradian provides readers with a highly applied decision-making framework and exploration of the tools that can be used to solve marketing problems. Overview of Marketing Strategy and the Strategic Marketing Process; Situation Assessment: The External Environment; Situation Assessment: The Company; Strategy Formation; Implementation; Planning, Assessment and Adjustment A useful reference for anyone looking to improve their knowledge on strategic marketing concepts and issues.

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Because strategic marketing is the essential marketing activity, Mooradian provides readers with a highly applied decision-making framework and exploration of the tools that can be used to solve marketing problems.

Remarkable Traits and In-depth Details

• ISBN-10: 136028047

• ISBN-13: 9780136028048

• Authors: Todd A. Mooradian, Kurt Matzler, Lawrence J. Ring

• Publisher: Prentice Hall

• Publication Date: 2012

• MSRP:

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