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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
- Taal
- Jaar van publicatie
- 1989
- product-detail.submit-box.info.binding
- (Paperback)
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- Titel
- Readings in Marketing Strategy - Second Edition
- Taal
- Engels
- Uitgever
- Scientific Press
- Jaar van publicatie
- 1989
- Formaat
- Paperback
- Aantal pagina's
- 320
- ISBN10
- 0894261398
- ISBN13
- 9780894261398
- Reeks
- Tags
- Non-fictie, Handel, Business & Management, Zelfhulp, Marketing & Verkoop, Marketing en PR, Strategie, Bedrijfsmanagement
- Beoordeling
- 4 van 5
- Aantekening
- 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.