Competitive marketing : a strategic approach
著者
書誌事項
Competitive marketing : a strategic approach
Routledge, 1995
3rd ed
- : pbk.
- : hbk.
大学図書館所蔵 全31件
注記
Includes bibliographical references and index
内容説明・目次
- 巻冊次
-
: pbk. ISBN 9780415093170
内容説明
This edition presents a complete review of marketing strategy to take into account all the major new developments in the field. It builds on the previous editions, presenting an informed approach to the issues and methods of marketing in a competitive environment. New to this edition are up-to-date marketing illustrations, coverage of areas of service marketing, business to business marketing, non-business marketing, international marketing and ethical considerations. This text is designed as a second-level marketing management text which presents a practical analysis which should be useful reading for MBA and other executive courses. It should also be of interest to all those in the marketing profession who want to build competitive strategies and take effective management decisions.
目次
- Part 1 Marketing and marketing planning: the nature of marketing
- corporate strategy and marketing
- the planning process and strategy formulation. Part 2 Customers, markets and competition: images of buyers/consumers and what influences them
- understanding the consumer/buyer
- markets, segmentation and positioning
- competitive (rival-oriented) strategies. Part 3 Marketing intelligence: information, marketing research and the marketing manager. Part 4 Marketing mix elements: product management - needs, policies and strategies
- new product development
- advertising, sales promotion, publicity and corporate communications - their roles and how they work to persuade
- developing an advertising strategy
- sales management
- pricing - role, objectives, factors and pricing strategies
- distribution strategy and channel management. Part 5 Implementation and organization: strategies for change
- organization, strategy and marketing.
- 巻冊次
-
: hbk. ISBN 9780415127868
内容説明
This edition presents a review of marketing strategy to take into account all the major new developments in the field. It covers the issues and methods of marketing in a competitive environment. The revision aims to increase the accessibility of the text for the reader approaching the areas of strategic marketing for the first time. It contains up-to-date marketing examples and covers areas of service marketing, business to business marketing, non-business marketing, international marketing and ethical considerations.
目次
- Part 1 Marketing and marketing strategy: the nature of marketing
- corporate strategy and marketing
- the planning process and strategy formulation. Part 2 Buyers, markets and competition: images of buyers/consumers and what influences them
- understanding the consumer/buyer
- markets, segmentation and positioning
- competitive (rival-oriented) strategies. Part 3 Marketing intelligence: information, marketing research and the marketing manager. Part 4 Marketing mix elements: product management - needs, policies and strategies
- new product development
- advertising, sales promotion, publicity and corporate communications - their roles and how they work to persuade
- developing an advertising strategy
- sales management
- pricing - role, objectives, factors involved, pricing strategies
- distribution strategy and channel management. Part 5 Implementation and organization: strategies for change
- organization, strategy and marketing.
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