Focusing on product-market entry-level strategy, this text discusses specific strategies appropriate for competitive situtations and the organizational and managerial issues involved in implementing those strategies. It offers international coverage of issues and marketing strategies concerning various countries. In addition, this book uses real-world examples to illustrate concepts and procedures and to demonstrate their practical significance. Simulation software (GAMAR), contained in the instructor's manual, is designed to take students through an array of marketing strategy decisions.
- ISBN10 0071168478
- ISBN13 9780071168472
- Publish Date 1 April 1999 (first published 1 November 1991)
- Publish Status Out of Print
- Out of Print 5 November 2004
- Publish Country GB
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Education (ISE Editions)
- Edition International 3 Revised ed of
- Format Paperback
- Pages 416
- Language English