Encyclopedia of Major Marketing Strategies
- ISBN-10
- 1410389332
- ISBN-13
- 9781410389336
- Category
- Advertising campaigns
- Pages
- 500
- Language
- English
- Published
- 2019
- Author
- Matthew Miskelly
Description
A continuation of Encyclopedia of Major Marketing Campaigns (1999,2007, 2013), this volume expands its international coverage through its 100 essays covering some of the top global and emerging brands that appeared from 2014 to 2018. Essays are aligned to the strategic marketing framework, ensuring that the marketing strategies covered can easily be utilized in an academic environment as case studies, or illustrative examples often described as "war stories" by professors.
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