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Marketing Strategy

Marketing Strategy

Paperback

AccountingManagementMarketing

ISBN10: 0684831910
ISBN13: 9780684831916
Publisher: Free Press
Published: Nov 17 1997
Pages: 240
Weight: 0.58
Height: 0.67 Width: 6.14 Depth: 9.18
Language: English
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.

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