Marketing strategy : a customer-driven approach

Bibliographic Information

Marketing strategy : a customer-driven approach

Steven P. Schnaars

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"

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