ESCP Europe

Item type

Book

Language

English

Publication year

2010

Edition no.

10th ed.

ISBN

978-0-324-58163-8

Although the basic objectives, approach, and style of earlier editions have been maintained, several changes and additions have been made that reflect both the growing body of literature and the emerging trends in business marketing practice. Specifically, the following themes and distinctive features are incorporated into the tenth edition : relationship marketing strategies, strategic alliances, strong B2B brands, marketing performance measurement, a value-based approach to channel design, other new topics of interest (customer experience management, corporate entrepreneurship, strategic positioning, online advertising strategies).