Marketing Strategy: Customers and Competition - Softcover

Schnaars, Steven P.

Softcover

ISBN 10: 0684831910 ISBN 13: 9780684831916

Publisher: Free Press, 1997

Synopsis

Marketing Strategy has become a classic centrist marketing text. Now, Steven Schnaars has updated and revised this clearly written, classroom-tested, and essential text to accommodate rapid changes in the business world. Combining his centrist approach to basic theory with practical real-world examples, this updated edition includes new and expanded chapters on price as a competitive weapon (with a discussion on "everyday low pricing" versus hi-low promotional pricing"), speed as a strategy (including the strategic uses of computers), globalization (including the customization-standardization debate), and customer satisfaction. Throughout, Schnaars focuses on the three Cs: customers, competition, and changing market trends.

About this title

Review:

Gary S. Lynn Associate Professor, Wesley J. Howe School of Technology Management, Stevens Institute of Technology An invaluable text for teaching marketing strategy. This second edition is packed with real cases and current information on topics including learning organizations, order entry strategies, and speed as a competitive weapon.

Synopsis:

Focusing on the "three Cs" - customers, competition and changing market trends - this revised and updated edition includes: a new chapter on using price as a competitive weapon; an expanded chapter on speed as strategy, to include the strategic uses of computers; and more on international issues.

About this edition

• Publisher: Free Press
• Publication date: 1997
• ISBN 10: 0684831910
• ISBN 13: 9780684831916
• Binding: Paperback
• Edition number: 2
• Number of pages: 240