Marketing Strategy

Steven P. Schnaars

Free Press, 1998 - Business & Economics - 216 pages

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.

About the author

Dr. Steven R Schnaars, Professor and Department Chair in the Department of Marketing at Baruch College, New York City is also the author of Megamistakes ( Free Press) and Managing Imitation Strategies (Free Press). He lives in Huntington, New York.

Bibliographic information

• Title: Marketing Strategy
• Author: Steven P. Schnaars
• Edition: 2, illustrated, revised
• Publisher: Free Press, 1998
• ISBN: 0684831910, 9780684831916
• Length: 216 pages
• Subjects: Business & Economics / Advertising & Promotion; Business & Economics / Forecasting; Business & Economics / Management; Business & Economics / Marketing / General; Philosophy / General