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Readings In Marketing Strategy Victor J. Cook Jr.

Readings In Marketing Strategy

Victor J. Cook Jr.

Published July 1st 1998
ISBN : 9780894261398
Paperback
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 About the Book 

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 newMoreThis 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 1990s. 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.