Marketing Strategy: A Customer-driven ApproachSteven P. Schnaars (author)
Other book format 384 Pages / Published: 04/02/1991
- Not available
"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.
Publisher: Simon & Schuster
Number of pages: 384
Weight: 637 g
Dimensions: 240 x 160 x 31 mm
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