Marketing strategy : a customer-driven approach / Steven P. Schnaars.

Format:

Book

Author/Creator:

Schnaars, Steven P.

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Strategic planning.

Competition.

Physical Description:

xvi, 319 pages ; 24 cm

Place of Publication:

New York : Free Press ; Toronto : Collier Macmillan Canada, [1991]

Summary:

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.

Notes:

Includes bibliographical references.

ISBN:

0029279534

OCLC:

22113906