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Competitive Marketing Strategy

Competitive Marketing Strategy

ISBN 9780733971617
Edition 1
Publisher Pearson Education Australia (TAFE)
Author(s)
Publication Date
Overview
This Australian text presents innovative strategic thinking and business practice grounded in classical theoretical frameworks and business processes. It examines marketing and strategy in the new era of stakeholders, value and customer relationships. Competitive marketing strategy is presented as an ongoing, dynamic process of analysis, refinement and continued assessment.

This book is designed to be used in a capstone marketing strategy unit at either an upper level undergraduate or postgraduate level.
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