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Marketing Strategy Paperback – Bargain Price, November 17, 1997

ISBN-10: 0684831910 Edition: Original

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Product Details

  • Paperback: 240 pages
  • Publisher: Free Press; Original edition (November 17, 1997)
  • Language: English
  • ISBN-10: 0684831910
  • ASIN: B006CDI64Q
  • Product Dimensions: 9.1 x 6.1 x 0.9 inches
  • Shipping Weight: 9.6 ounces
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Best Sellers Rank: #5,001,409 in Books (See Top 100 in Books)

Editorial Reviews

Review

Gary S. Lynn Associate Professor, Wesley J. Howe School of Technology Management, Stevens Institute of Technology An invaluable text for teaching marketing strategy. This second edition is packed with real cases and current information on topics including learning organizations, order entry strategies, and speed as a competitive weapon.

About the Author

Dr. Steven R Schnaars, Professor and Department Chair in the Department of Marketing at Baruch College, New York City is also the author of Megamistakes ( Free Press) and Managing Imitation Strategies (Free Press). He lives in Huntington, New York.

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Customer Reviews

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Most Helpful Customer Reviews

5 of 5 people found the following review helpful By A Customer on April 11, 1999
Format: Paperback
Schnaars book is very well written, and as such, is easy to read and comprehend. Not to be confused with simplistic, the book covers most of the major themes in marketing strategy, and places them in historical perspective. It does, however, neglect the analytical aspects of market analysis and strategy formulation.
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5 of 6 people found the following review helpful By A Customer on July 8, 2004
Format: Paperback
This book was great as an introduction to marketing strategy. It was assigned for a class I took as part of my company's supplemental learning program and it gave me everything I needed. The complaints of two reviewers below are idiotic: if you're even slightly interested in the topic and have half a brain it will prove a definite page-turner. And who would expect advanced and analytic expositions in an INTRODUCTORY textbook? Only morons, I say. Chock full of useful facts to supplement the more abstract sections. I would recommend it to anyone!
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2 of 2 people found the following review helpful By Dan Wallace on April 29, 2009
Format: Paperback
Professor Schnaars provides a high-level overview of marketing. This book reviews major concepts, with an emphasis on economic models and the history of marketing. Dr. Schnaars traces the marketing concept to Peter Drucker, Ted Levitt and John McKittrick, all of who agreed in the 1950s that the purpose of business is to create satisfied customers while earning a profit. This customer orientation led to American dominance in consumer products in the 1960s, and then gave way to competitive strategy as the focus in the 1970s. Criticisms of the marketing concept include the fact that people cannot articulate or imagine unknown products, and the fact that technology innovations often leads to new markets and large profitable firms (e.g., Microsoft, Google). Today, teamwork, speed and flexibility are seen as keys to marketing success.

The book covers many standard marketing models, including Environmental Analysis; Porter's 5 Forces and Generic Strategies; the Experience Curve; Boston Consultant's Growth-Share Matrix; and Treacy and Wiersema's Three Value Disciplines. Marketing Strategy also covers standard marketing topics such as segmentation, differentiation, branding, market share strategies, market timing, strategies for the product lifecycle, incumbent inertia, first-mover advantages, customization, customer satisfaction, and the explosion of choice.
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0 of 4 people found the following review helpful By A Customer on September 25, 2001
Format: Paperback
There is a lot of good information, but it is slow reading.
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