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- 320 pages
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Readings in Marketing Strategy, was assembled to provide students and teachers with a comprehensive set of readings useful in understanding and designing successful marketing strategies. It reflects the latest thinking of its well-respected authors, who believe that strategic marketing is taking a new direction in the 1990s. While strategic marketing continues to build on the solid foundations of customer and competitor analysis, it now must also integrate all the various functions of a business into a unified market-led perspective. Thirty of the 38 readings in this text are new to this edition.
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Readings in Marketing Strategy - Second Edition, Victor J. Cook Jr., Jean-Claude Larreche, Edward C. Strong
- Language
- Released
- 1989
- product-detail.submit-box.info.binding
- (Paperback)
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- Title
- Readings in Marketing Strategy - Second Edition
- Language
- English
- Publisher
- Scientific Press
- Released
- 1989
- Format
- Paperback
- Pages
- 320
- ISBN10
- 0894261398
- ISBN13
- 9780894261398
- Series
- Tags
- Non-Fiction, Business, Business & Management, Self-Help, Marketing & Sales, Marketing and PR, Strategy, Business Management
- Rating
- 4 out of 5
- Description
- Readings in Marketing Strategy, was assembled to provide students and teachers with a comprehensive set of readings useful in understanding and designing successful marketing strategies. It reflects the latest thinking of its well-respected authors, who believe that strategic marketing is taking a new direction in the 1990s. While strategic marketing continues to build on the solid foundations of customer and competitor analysis, it now must also integrate all the various functions of a business into a unified market-led perspective. Thirty of the 38 readings in this text are new to this edition.