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Strategic Marketing Management [Tapa blanda]

Alexander Chernev , Philip Kotler


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Opiniones de clientes más útiles en Amazon.com (beta)
Amazon.com: 4.6 de un máximo de 5 estrellas  7 opiniones
4 de 4 personas piensan que la opinión es útil
5.0 de un máximo de 5 estrellas A Must-Have Marketing Handbook 3 de octubre de 2011
Por Michael Douglas - Publicado en Amazon.com
Formato:Tapa blanda|Compra verificada
I had heard of Northwestern's Alexander Chernev, but had not read anything by him. Though $40 for a 200-page soft cover book is steep, I've not regretted the purchase.

This is a worthwhile management handbook for any executive, marketing or otherwise, who wants to understand marketing without the hype. It focuses on the principles of marketing management - formulating, executing, and tuning strategy and tactics. It is all meat, and no fat, containing neither fluff nor 5-step "how to" formulas that are so disappointingly popular in marketing releases.

Rather, it is a tight, well-organized work that presents marketing in practical, understandable frameworks. Chernev sees marketing as a structured, disciplined business function. He gets good marks for making his case. Distilling 40 years of marketing research and theory, the book crystallizes it into a presentable and logical format. While only 200 pages, it is not a quick or necessarily easy read: it has a decidedly academic bent. Yet, anyone who enjoys authors like Peter Drucker, though, will find it quite readable.

While not the last word on marketing, compared to what else is out there it deserves 5 stars.
3 de 3 personas piensan que la opinión es útil
5.0 de un máximo de 5 estrellas An Exemplary Marketing Text 26 de septiembre de 2011
Por ARB - Publicado en Amazon.com
Formato:Tapa blanda
Consistent with its own strategic guidance, this textbook is well-positioned to optimize value for its target market.
- To students, it offers a clear, simple, and concise synopsis of powerful marketing insights at an attractive price.
- To instructors, it provides a well-organized yet flexible modular approach to teaching about the strategic and tactical elements of marketing and highlighting the critical relationships between them.
- To professionals, it presents a comprehensive framework with which to identify, analyze, and solve marketing problems.
Grounded in academic theory, this book's streamlined style will enable readers to reference it repeatedly as they make and evaluate strategic marketing decisions.
5.0 de un máximo de 5 estrellas A great marketing tool 27 de febrero de 2013
Por skochie - Publicado en Amazon.com
Formato:Tapa blanda|Compra verificada
Includes a crash course in everything marketing related. A wonderful resource for anyone who is new to marketing or needs a refresher!
5.0 de un máximo de 5 estrellas very helpful but short book for marketing lovers 27 de noviembre de 2012
Por Zsolt Simon - Publicado en Amazon.com
Formato:Tapa blanda|Compra verificada
very good book, I was involved in strategy more than 2 years, but this book also helped me to create a valuable strukctured strategy for a segment
4.0 de un máximo de 5 estrellas Well worth the financial investment 21 de mayo de 2012
Por Gibby Ries - Publicado en Amazon.com
Formato:Tapa blanda
Straight forward and comprehensive, this is an excellent resource that presents a structured approach to identifying, understanding, and solving marketing problems. It's not the latest "self help business book" that you'll find in the airport bookstore - it's a serious read...but well worth the investment - financially and otherwise.
Ir a Amazon.com para ver las 7 opiniones existentes 4.6 de un máximo de 5 estrellas

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