Marketing strategy : a customer-driven approach
Author(s)
Bibliographic Information
Marketing strategy : a customer-driven approach
Free Press , Collier Macmillan Canada , Maxwell Macmillan International, c1991
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Note
Includes bibliographical references and indexes
Description and Table of Contents
Description
Designed for marketing undergraduates or the first part of an MBA, this book traces the evolution of marketing strategy over 30 years from systems that stressed competition to the present focus on the customer. It argues that business strategy must be customer-driven to be successful.
by "Nielsen BookData"
