This text works through the various stages in formulating and implementing strategy, beginning with an analysis of the firm's current status, developing where the firm should be going, and concluding with an explanation of techniques for maintaining competitive position. Students' learning is supported throughout the text with strong pedagogical features that illustrate marketing strategy in practice.
Publisher: McGraw-Hill Education - Europe ISBN: 9780077098421 Number of pages: 320 Weight: 630 g Dimensions: 246 x 188 x 15 mm
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