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A text and casebook discussing the concepts and processes for gaining the competitive advantage in the marketplace. The authors examine many components of a market-driven strategy, including technology, customer service, customer relationships, pricing and the global economy. They provide a strategic perspective and extend beyond the traditional focus on managing the marketing mix. The cases demonstrate how real companies build and implement effective strategies. This seventh edition contains new and revised applications, and updated or new cases from high profile companies at the end of each section.
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