【戦略的マーケティング:概念と事例】
Strategic Marketing H 158 p. 18
Abratt, Russell, Bendixen, Michael 著
目次
About the Authors, Dedication, Preface, Chapter 1 Strategic Marketing, Case: Xfinity from Comcast: The Quest for Better Customer Service, Case: Spirit Airlines, Chapter 2 Strategic Segmentation, Case: Burger King Identity Crisis: Who Is It Now? Case: Florida Blue: The Blues of the Affordable Care Act, Chapter 3 Competitive Analysis and Positioning, Case: McDonalds All Day Breakfasts, Case: Fedex: How to beat the Competition, Chapter 4 Strategies for Growth, Case: Twitter, Case: CrossFit SOFLA: Growing Pains, Chapter 5 Corporate Branding and Internal Brand Management, Case: Cadillac: The Battle to Recapture the Luxury Car Market, Case: UBER technologies INC.: Managing the Repercussions of #DeleteUber, Case: World Fuel Services: Leading Internal Marketing, Case: Weatherby Healthcare: Increasing Turnover and Declining Engagement, Chapter 6 Corporate Reputation Management, Case: Lennar Corporation, Case: Chipotle: The Cost of Fresh Fast Food, Index
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