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| OFFENSIVE MARKETING
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An Action Guide to Gaining Competitive Advantage
To order this title, and for more information, click here
By
Warren Keegan, Professor of Marketing & International Business and Director of the Center for Global Business Strategy, Pace University, New York City
Hugh Davidson, EMAC, Academy of Marketing, BAM and AIB., Visiting Professor of Consumer Marketing, Cranfield University, UK. Fellow, past Chairman of UK Marketing Society.
Description
Offensive Marketing is the best source for competitive executives who are serious about strengthening their marketing skills and producing
new outcomes. The authors bring the acclaimed POISE (Profitable, Offensive, Integrated, Strategic, Effectively Executed) framework to
a North American audience. POISE brings together advances in strategy, innovation, and approach to produce a new level of effectiveness
and market results.
Extensively used by companies and individuals worldwide, this freshly adapted book is an essential resource for
all marketing students and professionals interested in achievable strategies and profitable marketing.
Audience
Senior management in strategy, marketing, and general management
Contents
The Offensive Marketing Approach: POISE; How Offensive Marketing Builds Above-Average Profits; Offensive Vision and Attitudes; The Integrated
Marketing Approach; Business Analysis; Developing a Distinctive View of the Future; Developing Winning Strategies; Marketing Planning;
Segmentation; Brand Development; New Product and Service Development; Communications; Market Research; Pricing, Channel Marketing; Post
Script: Offensive Marketing: The Way Ahead
| Bibliographic details |
Paperback, 414 pages, publication date: JAN-2003
ISBN-13: 978-0-7506-7459-1
ISBN-10: 0-7506-7459-8
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 39.95
USD 39.95
GBP 29.99
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Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
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076/734
Last update: 3 Oct 2009
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