this book is mainly telling everyone what strategists in the past view strategy is, and by consolidating them, it comes out with 10 different sch of thoughts. it is not because the author is not clear with the defination of "Strategy", but is trying to tell everyone that there is no ONE main defination / view on "Marketing Strategy"
Book seems to be of conflicting ideas..last paragragh it self shows that authors are not intrested to into the details of business.This will lead business to short term goals with no branding impact on enviornment and society.
The definition of any word is unique. Giving 10 schools is like gicing 10 definitions, or in other words, shows the authors are not clear with the definition of 'strategy'. This makes the book useless to read.
