Focusing on the strategic business unit, this book provides complete coverage on what marketing strategy is and to formulate and implement it. 23 cases, 15 of which are new, and current examples give the book perspective. New to this edition: global marketing strategy; 10 international cases; and a discussion on Nissan Motor Company's international integration.
- ISBN10 0538191309
- ISBN13 9780538191302
- Publish Date 30 April 1985
- Publish Status Out of Print
- Out of Print 31 December 2006
- Publish Country GB
- Imprint Thomson South-Western
- Edition 2nd Revised edition
- Format Hardcover
- Pages 962
- Language English