- Item type
- Ebook
- Language
- English
- Publication year
- 2017
- Edition no.
- 6th ed.
- ISBN
- 978-1-292-01734-1
The book is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns.
