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Marketing Strategy
Steven P. Schnaars
出版Simon and Schuster, 1998
主題Business & Economics / Advertising & PromotionBusiness & Economics / ManagementBusiness & Economics / Marketing / GeneralBusiness & Economics / Strategic PlanningBusiness & Economics / CommerceBusiness & Economics / ForecastingPhilosophy / General
ISBN06848319109780684831916
URLhttp://books.google.com.hk/books?id=vvfmcTAGdloC&hl=&source=gbs_api
EBookSAMPLE
註釋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.