by David W. Cravens, Charles W. Lamb · Richard D Irwin · tapa dura · ISBN 9780256105315
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«Strategic Marketing Management Cases» is the marketing casebook by David W. Cravens and Charles W. Lamb, published by Richard D Irwin in hardcover.
The work brings together practical cases on decision-making and the challenges faced by marketing managers. Organized according to the priorities of a marketing manager, it examines market orientation, growth strategies and target market strategies, with examples from a wide range of companies. Includes bibliographical references and index.
Fourth edition, published in 1993 in The Irwin Series in Marketing; revision of the 3rd edition of 1990. Text in English; 900 pages.
Intended for students of marketing and business management, as well as for managers wishing to analyze strategies with real cases.
