TY  - BOOK
AU  - Brown,Linden
AU  - McDonald,Malcolm
TI  - Competitive marketing strategy for Europe: developing, maintaining and defending competitive advantage 
SN  - 9780333613504 (cased) :
U1  - 658.80094 BRO 
PY  - 1994///
CY  - Basingstoke
PB  - Macmillan
KW  - Marketing
KW  - Europe
KW  - Management
KW  - International business
KW  - thema
KW  - Business strategy
KW  - Sales & marketing management
N1  - Includes bibliographical references (p. 349-357) and index; 1.Competitive marketing strategy: concepts and application -- 2.Low cost, high differentiationi strategies -- 3.Low cost, low differentiation strategies -- 4.Strategies for positioning as a major force in the market -- 5.Growth strategies for the niche competitor -- 6.Competitive marketing strategy experience -- 7.Use of case studies to enhance experience
N2  - 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
ER  -