Marketing management and strategy
著者
書誌事項
Marketing management and strategy
Pearson Education, 2002
3rd ed
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注記
Includes bibliographical references and indexes
"Financial Times, Prentice Hall, an imprint of Pearson Education"--t.p.
内容説明・目次
内容説明
Previously shortlisted for the MCA Awards for the Best Management Book, Marketing Management and Strategy, 3rd edition, brings managers the latest ideas on branding, marketing and strategic change. As a practical management tool, this text includes a step-by-step guide to developing a marketing strategy, advice on how to make pricing decisions and guidance on developing advertising and communications plans. New to this edition: *All chapters have been updated to reflect changes in the external environment, new perspectives on professional marketing and new insights from current academic work. *Increased coverage of the internet, relationship marketing, branding and financial aspects of Marketing. *Whole new chapter on turnaround managementMarketing Management and Strategy is the favoured text for top business schools' MBA programmes. It is also extensively used on CIM and post-experience programmes for senior managers around the world.What the experts say about Marketing Management and Strategy: This splendid book is going to be required reading for everyone wanting to develop their marketing skills.Sir Peter Davis, Chief Executive, J Sainsbury plcIt offers a masterly integration o
目次
Preface About the Author 1. Management: Objectives and Tasks 2. The Customer-Led Business 3. Segmentation, Positioning and the Marketing Mix 4. Strategic Market Planning 5. Market Dynamics and Competitive Strategy 6. Building Successful Brands 7. Innovation and New Product Development 8. Pricing Policy: Delivering Value 9. Communications Strategy 10. Managing Personal Selling 11. Managing Marketing Channels 12. Marketing in Service Businesses 13. Turnaround Management 14. Marketing in the Twenty-First Century Further Reading Index of Authors and Firms Index of Subjects
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