An Action Guide to Gaining the Offensive in Business
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Offensive Marketing by Warren J. Keegan
Book DescriptionOffensive Marketing is the best source for competitive executives who are serious about strengthening their marketing skills and producing new outcomes. The authors bring the acclaimed POISE (Profitable, Offensive, Integrated, Strategic, Effectively Executed) framework to a North American audience. POISE brings together advances in strategy, innovation, and approach to produce a new level of effectiveness and market results. Extensively used by companies and individuals worldwide, this freshly adapted book is an essential resource for all marketing students and professionals interested in achievable strategies and profitable marketing.
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Book DetailsISBN: 9780750674591
(235mm x 191mm x 22mm)
Imprint: Butterworth-Heinemann Ltd
Publisher: Taylor & Francis Ltd
Publish Date: 1-Jan-2003
Country of Publication: United Kingdom
Books By Author Warren J. Keegan
Global Marketing Management, Paperback (June 2013)» View all books by Warren J. Keegan
For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases.
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Author Biography - Warren J. Keegan
Professor of marketing and international business at Pace University s Lubin School of Business in New York, where he also serves as the director of the Center for Global Business Strategy. Dr. Keegan is the president of Warren Keegan Associates, Inc., a firm that focuses on marketing and global strategic management. Visiting Professor of Consumer Marketing, Cranfield University, UK. Fellow and past Chairman of the UK Marketing Society.
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