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This text was assembled to provide students with a comprehensive set of readings useful in understanding and designing successful marketing strategies. It reflects the thinking of its authors, who believe that strategic marketing is taking a new direction in the 1990's. While strategic marketing continues to build on the solid foundations of customer and competitor analysis, it now must also integrate all the functions of a business into a unified market-led perspective. 30 of the 38 readings in this text are new to this edition.
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- PublisherScientific Press Inc
- Publication date1998
- ISBN 10 0894261398
- ISBN 13 9780894261398
- BindingPaperback
- Edition number2
- Number of pages320
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Readings in Marketing Strategy
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Course Technology
(1989)
ISBN 10: 0894261398
ISBN 13: 9780894261398
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Readings in Marketing Strategy
Published by
Scientific Press Inc
(1989)
ISBN 10: 0894261398
ISBN 13: 9780894261398
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Softcover
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