Competitive Marketing Strategy for Europe
Developing, Maintaining and Defending Competitive Advantage
Published on 6. May 1994
Book
Paperback/Softback
XII, 384 pages
978-0-333-61351-1 (ISBN)
Description
Competitive Marketing Strategy for Europe is unique in its application of strategy concepts to European business. It studies the competitive positions of companies and shows how those positions can be changed through successfully applying the concepts of marketing strategy. Written for the strategist, both student and manager, Competitive Marketing Strategy for Europe identifies strategic issues attached to a range of competitive situations in case studies of more than 20 European firms. It evaluates in detail successful and failed strategies from a variety of industries.
More details
Edition
1994
Language
English
Place of publication
London
United Kingdom
Publishing group
Bloomsbury Publishing PLC
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 234 mm
Width: 156 mm
Thickness: 21 mm
Weight
582 gr
ISBN-13
978-0-333-61351-1 (9780333613511)
Schweitzer Classification
Other editions
Additional editions
Linden Brown | Malcolm McDonald
Competitive Marketing Strategy for Europe
Developing, Maintaining and Defending Competitive Advantage
Book
05/1994
Palgrave Macmillan
€86.80
Article exhausted; check different version
Persons
Author Malcolm McDonald: Until 2003, Malcolm was Professor of Marketing and Deputy Director with special responsibility for E-Business. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry where, inter alia, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval.
Content
Competitive Marketing Strategy: Concepts and Applications.- Low Cost, High Differentiation Strategies.- Low Cost, Low Differentiation Strategies.- Strategies for Positioning as a Major Force in the Market Growth.- Strategies for the Niche Competitor.- Competitive Marketing Strategy.- Experience Use of Case Studies to Enhance Learning.- Bibliography.