Journals Higher Education

$97.95

Paperback

20 May 2010

616 Pages | 90 color, 30 color half tone

ISBN: 9780199556601


Request Examination Copy


Bookseller Code (04)

Companion website

Strategic Marketing

Creating Competitive Advantage

Second Edition

Douglas West, John Ford, and Essam Ibrahim

  • Presents a robust marketing strategy framework, allowing students to familiarize themselves with the theory in a systematic and approachable way.
  • Applies strategic/analytical models to business, enabling an understanding of how theory works in practice.
  • Takes a strategic rather than marketing management perspective, therefore allowing students to understand the impact marketing strategy has on an organization.
  • Includes abstracts of journal articles in each chapter ensuring original research is accessible to students and to encourage further reading.
Share:

Also of Interest