Marketing Strategy: A Customer-driven Approach

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9780029279533: Marketing Strategy: A Customer-driven Approach
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"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.

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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:

Designed for marketing undergraduates or the first part of an MBA, this book traces the evolution of marketing strategy over 30 years from systems that stressed competition to the present focus on the customer. It argues that business strategy must be customer-driven to be successful.

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Other Popular Editions of the Same Title

9780684831916: Marketing Strategy: Customers and Competition

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ISBN 10: 0684831910 ISBN 13: 9780684831916
Publisher: Free Press, 1997
Softcover

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Schnaars, Steven P.
ISBN 10: 0029279534 ISBN 13: 9780029279533
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