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Competitive marketing strategy for Europe : developing, maintaining and defending competitive advantage / Linden Brown and Malcolm H.B. McDonald.

By: Contributor(s): Material type: TextTextPublication details: Basingstoke : Macmillan, 1994.Description: xi,370pISBN:
  • 9780333613504 (cased)
  • 9780333613504 (cased)
Subject(s): Summary: This is a study of the competitive positions of companies, showing how those positions can be changed through successfully applying the concepts of marketing strategy. It identifies strategic issues attached to a range of competitive situations in case studies of over 20 European firms.
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Item type Current library Collection Call number Status Date due Barcode
General General ATU Dublin Road General Shelves Donation 658.80094 (Browse shelf(Opens below)) Available J150321
General General ATU Dublin Road General Shelves 658.80094 BRO (Browse shelf(Opens below)) Available 040291

Cover title:Competitive marketing strategy for Europe.

Bibliography:p356.-Includes index.

This is a study of the competitive positions of companies, showing how those positions can be changed through successfully applying the concepts of marketing strategy. It identifies strategic issues attached to a range of competitive situations in case studies of over 20 European firms.

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