Competitive Marketing Strategy for Europe: Developing, Maintaining and Defending Competitive Advantage

Brown, Linden

ISBN 10: 0333613511 / ISBN 13: 9780333613511

Published by Palgrave, 1994

About this Item

This is a study of the competitive positions of companies, showing how those positions can be changed through successfully applying the concepts of marketing strategy. It identifies strategic issues attached to a range of competitive situations in case studies of over 20 European firms. Num Pages: 384 pages, biography. BIC Classification: 1D; KJC; KJK; KJMV7. Category: (P) Professional & Vocational; (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 235 x 155 x 21. Weight in Grams: 640. . 1994. 1994 ed. paperback. . . . . Books ship from the US and Ireland.

Seller Inventory # V9780333613511

Bibliographic Details

• Title: Competitive Marketing Strategy for Europe: Developing, Maintaining and Defending Competitive Advantage
• Publisher: Palgrave
• Publication Date: 1994
• Language: English
• ISBN 10: 0333613511
• ISBN 13: 9780333613511
• Binding: Soft cover
• Condition: New

About this title

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.

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.