Marketing strategy : planning and implementation
著者
書誌事項
Marketing strategy : planning and implementation
（The Irwin series in marketing）
Irwin, 1996
2nd ed.
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
This text focuses on product-market entry-level strategy, examining the content of specific strategies appropriate for difference market and competitive situations, as well as the organizational and managerial issues involved in implementing those strategies. Real-wprld examples are used to illustrate concepts and procedures and demonstrate their practical significance. The text comes bound with GAMR, a Global Allocation Marketing Resources simulation. This edition includes a chapter on international issues.
目次
- Compaq shifts strategies
- corporate business and marketing strategies - difference issues at different organizational levels
- strategic planning systems
- the role of marketing in formulating and implementing strategies
- the process of formulating and implementing marketing strategy.
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