Readings in Marketing Strategy - Second Edition

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320 páginas
12 horas de lectura

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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, Jean-Claude Larreche, Edward C. Strong, Victor J. Cook Jr.

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Publicado en: 1989
Encuadernación: (Tapa blanda)

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Título: Readings in Marketing Strategy - Second Edition
Idioma: Inglés
Autores: Jean-Claude Larreche, Edward C. Strong, Victor J. Cook Jr.
Editorial: Scientific Press
Publicado en: 1989
Formato: Tapa blanda
Páginas: 320
ISBN10: 0894261398
ISBN13: 9780894261398
Serie
Categorías: No ficción Autoayuda
No ficción Negocios & Gestión Marketing & Ventas
Etiquetas: Comercio, Marketing y relaciones públicas, Estrategia, Gestión Empresarial
Calificación: 4 de 5
Descripción: 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.