Description
Marketing Strategy is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which businesses function today. This text helps to develop a customer-oriented market strategy and market plan.
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The market planning framework outlined in this textbook develops competitive marketing strategies by analyzing an organization's internal strengths and weaknesses and external opportunities and threats. Twenty case studies are provided in the second part of the book. The third edition adds an opening chapter on recent marketing trends and a closing chapter on ethics and social responsibility. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
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