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Competitive Marketing Strategy for Europe: Developing, Maintaining and Defending Competitive Advantage - Softcover
Synopsis
Competitive Marketing Strategy for Europe is unique in its application of strategy concepts to European business. It studies the competitive positions of companies and shows how those positions can be changed through successfully applying the concepts of marketing strategy. Written for the strategist, both student and manager, Competitive Marketing Strategy for Europe identifies strategic issues attached to a range of competitive situations in case studies of more than 20 European firms. It evaluates in detail successful and failed strategies from a variety of industries.
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About the Author
MALCOLM MCDONALD is Professor of Marketing Strategy, Chairman of the Cranfield Marketing Planning Centre and Director of the Institute for Advanced Research in Marketing at the Cranfield University School of Management, UK.
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Competitive Marketing Strategy for Europe: Developing, Maintaining and Defending Competitive Advantage
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Competitive Marketing Strategy for Europe : Developing, Maintaining and Defending Competitive Advantage
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Bloomsbury Academic & Professional, 1994
ISBN 10: 0333613511
ISBN 13: 9780333613511
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Competitive Marketing Strategy for Europe
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Paperback. Condition: New. Competitive Marketing Strategy for Europe is unique in its application of strategy concepts to European business. It studies the competitive positions of companies and shows how those positions can be changed through successfully applying the concepts of marketing strategy. Written for the strategist, both student and manager, Competitive Marketing Strategy for Europe identifies strategic issues attached to a range of competitive situations in case studies of more than 20 European firms. It evaluates in detail successful and failed strategies from a variety of industries. Seller Inventory # LU-9780333613511
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