Strategic Marketing (MCGRAW HILL/IRWIN SERIES IN MARKETING)

By Nigel Piercy, David W. Cravens, Nigel F. Piercy, et al.

Book Overview

The author of this text argues that the role of strategic marketing in business performance is demonstrated in the market-driven strtategies of successful organizations competing in a wide array of product and market situations. The escalating importance of providing customer satisfaction, responding to diversity in the marketplace, developing new products and recognizing global competitive challenges require effective marketing strategies for gaining and keeping a competitive edge. The text examines the concepts and processes for gaining competitive advantage in the market place.

• Format: Hardcover
• Language: English
• ISBN: 0256214387
• ISBN13: 9780256214383
• Release Date: June 1997
• Publisher: Richard d Irwin
• Length: 670 Pages
• Weight: 2.78 lbs.
• Dimensions: 9.5" x 1.0" x 8.8"