Strategic marketing
著者
書誌事項
Strategic marketing
（The Irwin series in marketing）
Irwin, c1997
5th ed
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注記
Includes index
内容説明・目次
内容説明
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.
目次
- 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.
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