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Contents include marketing dynamics, the European marketing environment, buyer behaviour, segmenting markets, marketing information and research and marketing management, planning and control.
Strategic marketing
by Piercy, Nigel, Cravens, David W.
fromThe Irwin/McGraw-Hill series in marketing
0
Type: Book
This text and casebook discusses the concepts and processes for gaining the competitive advantage in the marketplace. The authors examine many components of a market-driven strategy, including technology, customer service, customer relationships, pricing and the global economy.