Год выпуска: 2006 Автор: Douglas West, John Ford, Essam Ibrahim Издательство: Oxford University Press Страниц: 580 ISBN: 978-0-19-927398-0
Описание
Suitable for both undergraduate and postgraduate marketing students, "Strategic Marketing: Creating Competitive Advantage" examines the key aspects of traditional marketing strategy topics and presents an assessment and synthesis of recent thinking. It demonstrates how companies seek to create competitive advantage through the use of strategic marketing. Theory and practice are combined within a classic conceptual framework, posing and answering questions such as: Where are we now? Where do we want to be? How will we get there? Did we get there? "Strategic Marketing: Creating Competitive Advantage" also contains a wealth of examples and mini cases which highlight how strategic marketing is practised by a number of international firms.
