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Selected and interpreted by John M. T. Balmer, Bradford
School of Management, UK and Stephen A. Greyser, Harvard
Business School, USA
With a foreword by Lord Marshall
of Knightsbridge
'I commend this book as essential reading
for all companies seeking to develop a more effective strategic
identity in the marketplace.'
Philip Kotler, S.C.Johnson & Son Distinguished Professor
of International Marketing, Kellogg School of Management
An international and multidisciplinary collection
of works capturing the quintessence of the corporation and
its inner and outer manifestations. Drawing on their wide
experience, the editors have assembled a portfolio of works
from those who practice, as well as those who study and research
the area. The editors offer insightful commentary to each
section overview, as well as explaining the relevance of individual
papers. A unique case study section has been developed to
illustrate the theory in practice.
March 2003: 246x174: 352pp: illus. 11 line
drawings, 10 b+w photos and 11 tables
Hb: 0-415-28420-1:
Pb: 0-415-28421-X:
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