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Books > Business & Economics > Business & management > Sales & marketing
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Developing and Implementing Marketing Strategies (Hardcover)
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Developing and Implementing Marketing Strategies (Hardcover)
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In this volume the author describes various marketing strategies
for increasing sales including: market penetration, product and
market development, diversification and acquisition. Stefflre draws
upon his own experience as a consultant for such companies as
General Foods, the Coca Cola Company, the Scott Paper Company,
Procter and Gamble, General Mills, Syntex, Miles Laboratory,
Halston Fragrances, and Distillers Corporation, Ltd. While the book
deals with external strategies in the marketplace, it stresses the
need to consider internal realities of the organizations and their
participants. His many examples illustrate that while decisions are
justified by benefits to the organizations, often decisions are
made by considering benefits to the decision makers.
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