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Dev. Marketing Strategy // Literature Review \\
Posted by Anonymous on
12/4/2006 at 10:36 AM ET
I'm a German Marketing student currently developing a Marketing Strategy for a German car manufacturer (Fleetmarketing). As I have access to enough information about the company and the project itself, I need some tips regarding up-to-date literature. Especially articles in Marketing/Business magazines and important books about the topic (B2B, how to develop
a marketing strategy) would be great.
Thanks in advance for your help!!
12/5/2006 at 8:20 AM
Check out these:
12/5/2006 at 11:28 AM
Three excellent books. Focus is largely B 2 B. The Channel strategy book is particularly relevant to car manufacturers/dealer networks. The Competing for Customers book takes marketing strategy right down to to where the rubber meets the road. The Dominating markets books includes a detailed case study. These links will provide you with reviews and excerpts.
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