"This 12th edition of Strategic Marketing Management continues its mission to help business leaders develop marketing strategies that lead to enduring competitive advantage-a task that has become more daunting over the years. In most markets, competitors are reaching parity on basic functional...

The innovation economy sets new standards for global business and requires efficient innovation management to plan, execute and evaluate innovation activities, establish innovative capability and coordinate resources and capacities for innovation on an intra- and inter-organizational level....