This book proposes a new framework to effectively manage both offensive and defensive marketing strategies. It reinterprets the competitive challenge as a circular journey, that is, an endless sequence of three competitive "seasons." The authors call them the games of movement, imitation, and position.
Publisher: Palgrave Macmillan
Number of pages: 272
Weight: 569 g
Dimensions: 229 x 152 x 20 mm
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