by Syed Akhter

2e builds on the highly successful first edition, integrating theoretical developments in marketing, strategy, consumer behavior, and strategic management, illustrating principles and concepts with examples. It is intended for an undergraduate class on strategic marketing, an elective or capstone course, or a graduate class on marketing management. The main focus of this book is strategy. The major goals of the book are twofold: (1) to enhance students’ knowledge of issues such as why strategies are developed, how strategies should be developed, what types of strategies are appropriate for different market conditions, and how strategies achieve a sustainable competitive advantage and (2) to prepare students to become effective and ethical decision makers. ISBN: 1-930789-38-6

Book Information / Sample Chapter(s) (PDF)