A valuable handbook on all aspects of marketing strategy, this essential book includes examples drawn from the world's most successful companies and provides ke

This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of ma

This newly revised book presents systematic approaches to developing marketing plans for products, services, and other situations. Philosophically sound and pra

The ability to think strategically is permeating every level of successful organizations - particularly among senior executives and line managers responsible fo