Cravens, David W. Primary Author mixed material bibliography United States of America Richard D. Irwin, Inc. 1994

Text

xxxi, 115 p. : Illust. ; 24 cm [This] is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The authors examine many components of a market-driven strategy, including technology, customer service, customer relationships, pricing, and the global economy. The text provides a strategic perspective and extends beyond the traditional focus on managing the marketing mix. The cases demonstrate how real companies build and implement effective strategies. Marketing--Management Marketing--Decision Making 658.802 9780256156126 e-Library Universitas Pertamina Be Global Leader 658.802 CRA s 5831/PUP/2017 Perpustakaan Universitas Pertamina 658.802 CRA s c.1 scanner_20181025_184015.jpg.jpg 3294 2018-10-25 17:13:49 2018-10-25 18:53:27 machine generated