This text was assembled to provide students with a comprehensive set of readings useful in understanding and designing successful marketing strategies. It reflects the thinking of its authors, who believe that strategic marketing is taking a new direction in the 1990's. While strategic marketing continues to build on the solid foundations of customer and competitor analysis, it now must also integrate all the functions of a business into a unified market-led perspective. 30 of the 38 readings in this text are new to this edition.
- ISBN10 0894260308
- ISBN13 9780894260308
- Publish Date 1 April 1982
- Publish Status Out of Stock
- Out of Print 2 October 2008
- Publish Country US
- Imprint Course Technology
- Format Paperback (US Trade)
- Pages 322
- Language English