TY  - BOOK
AU  - Miskelly, Matthew.
TI  - Encyclopedia of major marketing strategies
SN  - 9781414499215
AV  - HF 5837 .En19 2013 v. 3
PY  - 2013///];©2013
CY  - Detroit
PB  - Gale, Cengage Learning
KW  - Advertising campaigns
KW  - United States
KW  - Marketing
N1  - Revised volume of the Encyclopedia of major marketing campaigns, volumes 1-2, edited by Thomas Riggs; Includes bibliographical references and index
N2  - This completely new third volume of Encyclopedia Of Major Marketing Strategies (formerly Encyclopedia Of Major Marketing Campaigns) explores 100 major marketing strategies for some of the top global and emerging brands from 2011-2012. Entries will profile major product/service, mobile app, social media, brand development, packaging, and television strategies amongst other types. Each essay provides a situation analysis, information on the target market, marketing strategy & tactics, and the outcome. Essays are aligned to the strategic marketing framework ensuring that the marketing strategies can easily be utilized in an academic environment as case studies, or illustrative examples often times described as "war stories" by professors.
ER  -