Strategic marketing : a European approach
著者
書誌事項
Strategic marketing : a European approach
（McGraw-Hill marketing for professionals）
McGraw-Hill, c1993
- タイトル別名
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Marketing stratégique
- 統一タイトル
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Marketing stratégique
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注記
Translation of: Le marketing statégique
Includes bibliographical references (p. [503]-527) and indexes
内容説明・目次
内容説明
This text covers marketing principles as both a business philosophy and an action-orientated process. It emphasizes how marketing theories can provide a firm, harmonizing basis for marketing operations. Lambin combines the complementary aspects of strategic and operational marketing to offer practical frameworks for planning and analysis that can be applied to any marketing operation. Features of the text include: examples and illustrations from the European market; an emphasis of the key role of marketing in a market economy; a discussion of both consumer and industrial goods marketing; and forms and checklists useful for implementation processes. This is a fully updated and revised edition of the original French version, giving a European perspective on marketing strategy and relating the European position to global marketing.
目次
- The role of marketing in the firm and in a market economy
- marketing in a turbulent environment
- marketing and needs satisfaction
- understanding the buyer choice behaviour
- the buyer's response behaviour
- needs analysis through market segmentation
- market attractiveness analysis
- competitiveness analysis
- formulating a marketing strategy
- new product decisions
- channel strategic decisions
- strategic pricing decisions
- strategic communication decisions
- the strategic marketing plan.
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