: Este libro, 'Marketing Strategy and Competitive Positioning', es una gu�a exhaustiva sobre estrategias de marketing y posicionamiento competitivo. La segunda edici�n ampl�a el alcance del libro original para cubrir nuevos desarrollos en el pensamiento estrat�gico. Se centra en c�mo las organizaciones est�n definiendo el marketing como una fuerza estrat�gica en lugar de solo un departamento operativo. Incluye un CD-ROM con diapositivas de PowerPoint. EAN: 9780133712537 Tipo: Libros Categor�a: Negocios y Econom�a T�tulo: Marketing Strategy and Competitive Positioning Autor: Graham J. Hooley| John A. Saunders| Nigel Piercy Editorial: Pearson Education Limited Idioma: en P�ginas: 496 Formato: tapa dura.

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Bibliographic Details

Title: Marketing Strategy and Competitive Positioning
Publisher: Prentice Hall
Publication Date: 1998
Language: English
ISBN 10: 0133712532
ISBN 13: 9780133712537
Binding: Hardcover
Condition: Como nuevo

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Synopsis

This second edition extends the scope of the original book to cover new developments in strategic thinking. It serves to meet the need for an up-to-date understanding of the meaning and scope of marketing strategy and a framework to manage the critical issues of market choice and competitive positioning. In particular, it draws attention to how organisations are defining marketing as a strategic force rather than just an operational department. CD-ROM of PowerPoint slides (0-13-096206-6).

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