This text offers coverage of: finding competitive advantage and differentiating the marketing offer; global marketing; the impact of a united Europe in 1992; service marketing strategy; integrated direct marketing and database marketing; geodemographic segmentation; micromarketing; speed as strategy (turbomarketing); brand and category management; environmentalism and "green" marketing.
- ISBN10 0130649708
- ISBN13 9780130649706
- Publish Date 1 July 2001 (first published July 1980)
- Publish Status Out of Print
- Out of Print 25 January 2007
- Publish Country GB
- Publisher Pearson Education Limited
- Imprint Prentice-Hall
- Edition Package ed
- Language English