Marketing Strategy: Customers and Competition - Brossura

Schnaars, Steven P.

Brossura

ISBN 10: 0684831910 ISBN 13: 9780684831916

Casa editrice: Free Press, 1997

Riassunto

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.

Su questo libro

Recensione:

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.

L'autore:

Dr. Steven R Schnaars, Professor and Department Chair in the Department of Marketing at Baruch College, New York City is also the author of Megamistakes ( Free Press) and Managing Imitation Strategies (Free Press). He lives in Huntington, New York.

Su questa edizione

• Editore: Free Press
• Data di pubblicazione: 1997
• ISBN 10: 0684831910
• ISBN 13: 9780684831916
• Rilegatura: Copertina flessibile
• Numero di pagine: 240