Descripción

Strategic marketing decision making is becoming a critical activity in every firm because of unprecedented strategic marketing challenges and opportunities. These challengesand opportunities require more than ever marketing strategies for gaining and sustaining a competitive position. The course of Marketing Strategy: How to design market-oriented strategies to win deals with the underlying logic and processes for designing and implementing market-driven strategies. The purpose of this textbook is guiding students in their learning process and integrating what they have learned in earlier marketing courses in a strategic marketing plan.