Marketing Strategy

Schnaars, Steven P.

ISBN 10: 0684831910 / ISBN 13: 9780684831916

Published by Free Press, 1997

About this Item

Some highlighting, and underlining throughout.

Seller Inventory # mon0004119894

Bibliographic Details

• Title: Marketing Strategy
• Publisher: Free Press
• Publication Date: 1997
• Language: English
• ISBN 10: 0684831910
• ISBN 13: 9780684831916
• Binding: paperback
• Edition: 2nd Edition
• Condition: Good

About this title

Synopsis

Marketing Strategy has become a classic centrist marketing text. Now, Steven Schnaars has updated and revised this clearly written, classroom-tested, and essential text to accommodate rapid changes in the business world. Combining his centrist approach to basic theory with practical real-world examples, this updated edition includes new and expanded chapters on price as a competitive weapon (with a discussion on "everyday low pricing" versus hi-low promotional pricing"), speed as a strategy (including the strategic uses of computers), globalization (including the customization-standardization debate), and customer satisfaction. Throughout, Schnaars focuses on the three Cs: customers, competition, and changing market trends.

About the Author

Dr. Steven R Schnaars, Professor and Department Chair in the Department of Marketing at Baruch College, New York City is also the author of Megamistakes ( Free Press) and Managing Imitation Strategies (Free Press). He lives in Huntington, New York.