Marketing Strategy

This is an attempt to strip away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Marketing and strategy are about relationships between people and this is brought clearly into focus in the text. Marketing practitioners should find this a handy book on the role of the marketing director in the successful organization of the 1990s. Managers outside that specialism will be able to understand the pivotal role of marketing in the business-strategy process, while students should benefit from the bridge it creates between academic theory and practical implementation of marketing in an increasingly competitive environment.