Marketing Strategy

Marketing Strategy

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.
  • Free Press | 
  • 240 pages | 
  • ISBN 9780684831916 | 
  • November 1997

Read an Excerpt

More Books from this Author

Managing Imitation Strategies

Explore

CONNECT WITH US