West, Douglas
Strategic marketing : creating competitive advantage / Douglas West; John Ford, and Essam Ibrahim - 3rd ed. - Oxford : Oxford University Press, c2015. - xxi, 571 p. : ill. ; 25 cm.
The new edition of Strategic Marketing examines key aspects of traditional marketing strategy combined with the presentation of a synthesis of recent thinking on the subject. The key focus of the text is how companies create and sustain competitive advantage through the employment of marketing strategies.
9780199684090
2014959482
Marketing--Decision making
Marketing--Management
Strategic marketing : creating competitive advantage / Douglas West; John Ford, and Essam Ibrahim - 3rd ed. - Oxford : Oxford University Press, c2015. - xxi, 571 p. : ill. ; 25 cm.
The new edition of Strategic Marketing examines key aspects of traditional marketing strategy combined with the presentation of a synthesis of recent thinking on the subject. The key focus of the text is how companies create and sustain competitive advantage through the employment of marketing strategies.
9780199684090
2014959482
Marketing--Decision making
Marketing--Management