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Marketing strategy : customers and competition / Steven P. Schnaars.

By: Material type: TextTextPublication details: New York : Free Press, 1998.Edition: 2nd rev. edISBN:
  • 0684831910
Subject(s): DDC classification:
  • 658.802 21
LOC classification:
  • HF5415.13
Contents:
Ch. 1. Marketing's Influence on Strategic Thinking -- Ch. 2. A Brief History of Marketing Strategy -- Ch. 3. Assessing Competitive Intensity -- Ch. 4. Competing on Costs: The Rise and Fall of Experience Effects and the Growth-Share Matrix -- Ch. 5. Generic Strategies -- Ch. 6. Competing on Price -- Ch. 7. Differentiation Strategies -- Ch. 8. Segmentation Strategies -- Ch. 9. Competitive Dynamics -- Ch. 10. Market-Share Strategies -- Ch. 11. The Evolution of Products, Markets, and New Technologies -- Ch. 12. Speed as Strategy -- Ch. 13. Customer Satisfaction.
Summary: Marketing Strategy has become a classic centrist marketing text. Now, Steven Schnaars has updated and revised this clearly written, classroom-tested, and essential text to accommodate rapid changes in the business world. Combining his centrist approach to basic theory with practical real-world examples, this updated edition includes new and expanded chapters on price as a competitive weapon (with a discussion on "everyday low pricing" versus "hi-low promotional pricing"), speed as a strategy (including the strategic uses of computers), globalization (including the customization-standardization debate), and customer satisfaction. Throughout, Schnaars focuses on the three Cs: customers, competition, and changing market trends.
Holdings
Item type Home library Call number Status Date due Barcode Item holds
Two Week Loan Two Week Loan de Havilland Learning Resources Centre Main Shelves 658.802 SCH (Browse shelf(Opens below)) Available 4404283176
Total holds: 0

Enhanced descriptions from Syndetics:

Includes bibliographical references and index.

Ch. 1. Marketing's Influence on Strategic Thinking -- Ch. 2. A Brief History of Marketing Strategy -- Ch. 3. Assessing Competitive Intensity -- Ch. 4. Competing on Costs: The Rise and Fall of Experience Effects and the Growth-Share Matrix -- Ch. 5. Generic Strategies -- Ch. 6. Competing on Price -- Ch. 7. Differentiation Strategies -- Ch. 8. Segmentation Strategies -- Ch. 9. Competitive Dynamics -- Ch. 10. Market-Share Strategies -- Ch. 11. The Evolution of Products, Markets, and New Technologies -- Ch. 12. Speed as Strategy -- Ch. 13. Customer Satisfaction.

Marketing Strategy has become a classic centrist marketing text. Now, Steven Schnaars has updated and revised this clearly written, classroom-tested, and essential text to accommodate rapid changes in the business world. Combining his centrist approach to basic theory with practical real-world examples, this updated edition includes new and expanded chapters on price as a competitive weapon (with a discussion on "everyday low pricing" versus "hi-low promotional pricing"), speed as a strategy (including the strategic uses of computers), globalization (including the customization-standardization debate), and customer satisfaction. Throughout, Schnaars focuses on the three Cs: customers, competition, and changing market trends.