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Table of contents (7 chapters)
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Front Matter
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Back Matter
Keywords
About this book
Competitive Marketing Strategy for Europe is unique in its application of strategy concepts to European business. It studies the competitive positions of companies and shows how those positions can be changed through successfully applying the concepts of marketing strategy. Written for the strategist, both student and manager, Competitive Marketing Strategy for Europe identifies strategic issues attached to a range of competitive situations in case studies of more than 20 European firms. It evaluates in detail successful and failed strategies from a variety of industries.
About the authors
Author Malcolm McDonald: Until 2003, Malcolm was Professor of Marketing and Deputy Director with special responsibility for E-Business. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry where, inter alia, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval.
Bibliographic Information
Book Title: Competitive Marketing Strategy for Europe
Book Subtitle: Developing, Maintaining and Defending Competitive Advantage
Authors: Linden Brown, Malcolm H. B. McDonald
DOI: https://doi.org/10.1007/978-1-349-23392-2
Publisher: Red Globe Press London
Copyright Information: Macmillan Publishers Limited 1994
Edition Number: 1
Number of Pages: XII, 384
Additional Information: Previously published under the imprint Palgrave
Topics: Marketing