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Mass Market Paperback Readings in Marketing Strategy Book
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ISBN: 0894261398

ISBN13: 9780894261398

Readings in Marketing Strategy

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Format: Mass Market Paperback

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Book Overview

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.

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Business Business & Investing Economics

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