Strategic marketing
Author(s)
Bibliographic Information
Strategic marketing
(The Irwin series in marketing)
Irwin, c1997
5th ed
Available at 14 libraries
  Aomori
  Iwate
  Miyagi
  Akita
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  Fukushima
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  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
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  United States of America
Note
Includes index
Description and Table of Contents
Description
The author of this text argues that the role of strategic marketing in business performance is demonstrated in the market-driven strtategies of successful organizations competing in a wide array of product and market situations. The escalating importance of providing customer satisfaction, responding to diversity in the marketplace, developing new products and recognizing global competitive challenges require effective marketing strategies for gaining and keeping a competitive edge. The text examines the concepts and processes for gaining competitive advantage in the market place.
Table of Contents
- Business and marketing strategies
- marketing strategy and planning
- business strategy and competitive advantage
- marketing situation analysis
- analyzing markets and competition
- segmenting markets
- continuous learning about markets
- designing marketing strategy
- market testing and positioning strategy
- relationship strategies
- planning for new products
- marketing programme development
- product, branding and customer services strategies
- distribution strategy
- pricing strategy
- promtion advertising and sales promotion strategies
- salesforce and direct marketing strategies
- implementing and managing marketing strategy
- designing effective marketing organizations
- marketing strategy, implementation, and control.
by "Nielsen BookData"