Informative but boring reading. | Marketing Strategy

EXCELLENT introduction to marketing strategy | Marketing Strategy | Steven P. Schnaars

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	• Marketing Strategy Steven P. Schnaars Free Press, 1997 - 240 pages average customer review:based on 3 reviews view larger image
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EXCELLENT Introductory Book

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!

Informative but boring reading.

There is a lot of good information, but it is slow reading.

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EXCELLENT introduction to marketing strategy

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.

Marketing Strategy has become a classic centrist marketing text. Now, Steven Schnaars has updated and revised this clearly written, classroom-tested, and essential text to accommodate rapid changes in the business world. Combining his centrist approach to basic theory with practical real-world examples, this updated edition includes new and expanded chapters on price as a competitive weapon (with a discussion on "everyday low pricing" versus hi-low promotional pricing"), speed as a strategy (including the strategic uses of computers), globalization (including the customization-standardization debate), and customer satisfaction. Throughout, Schnaars focuses on the three Cs: customers, competition, and changing market trends.

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