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Administration av försäljning & marknadsföring

Format: Häftad (Paperback)
Språk: Engelska
Antal sidor: 256
Utgivningsdatum: 1998-05-01
Upplaga: 2 Rev ed
Förlag: Simon & Schuster Ltd
Illustratör/Fotograf: charts & graphs 34 illustrations
Illustrationer: b&w charts and graphs
Dimensioner: 233 x 156 x 17 mm
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Antal komponenter: 1
ISBN: 9780684831916

Marketing Strategy

Name: Marketing Strategy
Price: 286.00 SEK
Availability: InStock
Author: Steven P Schnaars
ISBN: 9780684831916

Customers and Competition

av Steven P Schnaars

Häftad, Engelska, 1998-05-01

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"Marketing Strategy" has become a classic centrist marketing text. Now, Steven Schnaars has updated and revised this clearly written, classroom-tested, and essential text to accommodate rapid changes in the business world. Combining his centrist approach to basic theory with practical real-world examples, this updated edition includes new and expanded chapters on price as a competitive weapon (with a discussion on "everyday low pricing" versus hi-low promotional pricing"), speed as a strategy (including the strategic uses of computers), globalization (including the customization-standardization debate), and customer satisfaction. Throughout, Schnaars focuses on the three Cs: customers, competition, and changing market trends.

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Pioneers -- those innovative "first movers" who enter markets before competitors - are often deified as engines of economic growth while imitators are generally scorned as copycats and shameful followers. But who most often wins? Drawing...

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Gary S. Lynn Associate Professor, Wesley J. Howe School of Technology Management, Stevens Institute of Technology An invaluable text for teaching marketing strategy. This second edition is packed with real cases and current information on topics including learning organizations, order entry strategies, and speed as a competitive weapon.