Readings in Marketing Strategy

by Victor J. Cook Jr. and Jean-Claude Larreche

Book Overview

This text was assembled to provide students with a comprehensive set of readings useful in understanding and designing successful marketing strategies. It reflects the thinking of its authors, who believe that strategic marketing is taking a new direction in the 1990's. While strategic marketing continues to build on the solid foundations of customer and competitor analysis, it now must also integrate all the functions of a business into a unified...

• Format: Mass Market Paperback
• Language: English
• ISBN: 0894261398
• ISBN13: 9780894261398
• Release Date: October 1989
• Publisher: Course Technology
• Length: 320 Pages
• Weight: 2.00 lbs.