Marketing management and strategy
著者
書誌事項
Marketing management and strategy
Prentice Hall/Financial Times, an imprint of Pearson Education, 2006
4th ed
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注記
Includes bibliographical references (p. 427-434) and indexes
Previous ed.: 2002
内容説明・目次
内容説明
Marketing Management and Strategy is a concise and practical management guide to the latest ideas in advanced Marketing and Strategy. The authors show how to develop a marketing orientation in the organisation and how this impacts on the ultimate corporate goals of profit, growth and security. They then examine how marketing strategies are developed and implemented through effective product, pricing, distribution, communication and services.
This is a core text for MBA Marketing Management course and for university short courses for executives. This will also be suitable for any undergraduates or postgraduates on marketing strategy courses.
目次
Brief Contents
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
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