Competitive Marketing Strategy for Europe: Developing, Maintaining and Defending Competitive Advantage - Hardcover

Brown, Linden; McDonald, Malcolm

Hardcover

ISBN 10: 0333613503 ISBN 13: 9780333613504

Publisher: Palgrave Macmillan, 1994

Synopsis

Competitive Marketing Strategy for Europe is unique in its application of strategy concepts to European business. It studies the competitive positions of companies and shows how those positions can be changed through successfully applying the concepts of marketing strategy. Written for the strategist, both student and manager, Competitive Marketing Strategy for Europe identifies strategic issues attached to a range of competitive situations in case studies of more than 20 European firms. It evaluates in detail successful and failed strategies from a variety of industries.

About this title

About the Author

Author Malcolm McDonald: Until 2003, Malcolm was Professor of Marketing and Deputy Director with special responsibility for E-Business. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry where, inter alia, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval.

Edition details

• Publisher: Palgrave Macmillan
• Publication date: 1994
• Language: English
• ISBN 10: 0333613503
• ISBN 13: 9780333613504
• Binding: Hardcover
• Number of pages: 384