Competitive Marketing Strategy for Europe

Author Malcolm McDonald: Until 2003, Malcolm was Professor of Marketing and Deputy Director with special responsibility for E-Business. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry where, inter alia, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval.

• Competitive Marketing Strategy: Concepts and ApplicationsLow Cost, High Differentiation StrategiesLow Cost, Low Differentiation StrategiesStrategies for Positioning as a Major Force in the Market GrowthStrategies for the Niche CompetitorCompetitive Marketing StrategyExperience Use of Case Studies to Enhance LearningBibliography.