Readings in Marketing Strategy

by Victor J. Cook Jr., Jean-Claude Larreche, Victor J. Cook Jr.

Readings in Marketing Strategy, was assembled to provide students and teachers with a comprehensive set of readings useful in understanding and designing successful marketing strategies. It reflects the latest thinking of its well-respected authors, who believe that strategic marketing is taking a new direction in the 1990s. While strategic marketing continues to build on the solid foundations of customer and competitor analysis, it now must also integrate all the various functions of a business into a unified market-led perspective. Thirty of the 38 readings in this text are new to this edition.

Paperback

First published July 1, 1998

About the author

Emeritus Professor of Management, Tulane University.