Strategic Marketing Management
Strategic Marketing Management by Robert J. Dolan, published by Harvard Business School Publications in 1991, is a comprehensive text that addresses fundamental concepts and emerging issues in marketing management. With 656 pages, this edition presents a collection of readings from leading academics and practitioners, focusing on vital marketing topics relevant to the 1990s, including ethical and legal aspects, the services industry, and multinational marketing.
Readers will find a thorough exploration of traditional marketing strategies, including the four Ps, alongside innovative approaches to market penetration and the development, implementation, and control of marketing plans. This book serves as a resource for those interested in business and economics, management, and strategic planning, providing insights into both foundational principles and contemporary challenges in the field of marketing.
Official synopsis Publisher
This text for marketing management covers basic concepts and emerging issues through readings by leading academics and practitioners. Vital issues for the 1990s are explored: ethical and legal aspects of marketing, the services industry, and multinational marketing. The book also looks at basics such as the four Ps and gives cutting-edge strategies for traditional marketing concerns, from market penetration to marketing plan development, implementation, and control. The Practice of Management Series.
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