Marketing Strategy
- Binding: Hardcover
- Publisher: Free Press
- Publish date: 02/01/1991
Description:
Here at last is a textbook on marketing strategy that is truly about strategy from a marketing perspective. Designed for the undergraduate course on marketing strategy or the first course on marketing management in MBA programs, the book traces the evolution of strategy from past strategic planning schemes that stressed competition to its present focus on the consumer. In sum, this book shows how marketing strategy should be crafted.
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