( 1 reviews )
-
Posted: Jul 13 2007
I used the 5e/International Edition of the book "Marketing Strategy: A Decision-Focused Approach" which has the advantage of being compact in text but meaningful in the approach to present the knowledge that you need know for the daily marketing practise. It helps to endeavor the core concepts of marketing strategy with a clear language and "short" (compact) passages. If you have to study in length this book works only as references but if you are looking for an overview this book will serve you well with sections divided in "Introduction of Strategy", "Opportunity Analysis", "Formulating Marketing Strategies and Implementation and Control". Furthermore this book uses company cases (3M, Iomega's Zip, IBM etc.) to introduce new topics and allow for every chapter to have a rich reference guide to second literature. If you combine this book with other literature like (Kotler/Keller,Marketing Management (12th Edition) (Marketing Management) ; Kerin/Peterson,Strategic Marketing Problems: Cases and Comments (11th Edition)), it will complement the study of marketing strategy well.
