This edition presents a complete review of marketing strategy to take into account all the major new developments in the field. It builds on the previous editions, presenting an informed approach to the issues and methods of marketing in a competitive environment. New to this edition are up-to-date marketing illustrations, coverage of areas of service marketing, business to business marketing, non-business marketing, international marketing and ethical considerations. This text is designed as a second-level marketing management text which presents a practical analysis which should be useful reading for MBA and other executive courses. It should also be of interest to all those in the marketing profession who want to build competitive strategies and take effective management decisions.
- ISBN10 0046582436
- ISBN13 9780046582432
- Publish Date 1 January 1984
- Publish Status Active
- Publish Country US
- Imprint Allen & Unwin Australia
- Format Paperback (US Trade)
- Pages 372
- Language English