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Readings in Marketing Strategy
Victor J. CookJean-Claude Larréché
出版Scientific Press, 1989
主題Business & Economics / Marketing / GeneralBusiness & Economics / Sales & Selling / Management
ISBN08942613989780894261398
URLhttp://books.google.com.hk/books?id=h9wbAQAAMAAJ&hl=&source=gbs_api
註釋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.