Competitive marketing : a strategic approach
著者
書誌事項
Competitive marketing : a strategic approach
Routledge, 1992
2nd ed
大学図書館所蔵 全4件
注記
Includes bibliographies
Includes indexes
内容説明・目次
目次
- Part 1 Marketing and marketing planning: the nature of marketing
- business-level marketing planning
- marketing planning and strategy formulation. Part 2 Customers, markets and competition: why people buy, how people choose and what influences them
- markets, segmentation and positioning
- competitive (rival-orientated) strategies. Part 3 Marketing intelligence: information, marketing research and marketing managers. Part 4 Marketing mix elements: product management - needs and policy
- product strategies and new product development
- persuasive communication: advertising, sales promotion, publicity and PR
- the advertising budget and the evaluation of advertising
- sales management
- pricing - role, objectives, factors and variables
- pricing: strategies and methods
- distribution strategy and channel management. Part 5 Strategies for change: organization, strategy and marketing.
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