Marketing strategy and management
著者
書誌事項
Marketing strategy and management
Palgrave Macmillan, 2007
4th ed
- : pbk
- タイトル別名
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Marketing strategy & management
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
The new edition of Marketing Strategy and Management brings a classic text up-to-date. Building on its reputation for academic rigor, it retains the traditional functional approach to marketing but incorporates current research and topical examples to encourage students to apply theoretical principles to practical real-world situations. Also available is a companion website with extra features to accompany the text, please take a look by clicking below - http://www.palgrave.com/business/baker/index.asp
目次
PART 1: MARKETING STRATEGY Prologue Marketing and Competition Marketing and Corporate Strategy Principles of Strategic Marketing Planning Analytical Frameworks for Strategic Marketing Planning Research for Marketing PART 2: MARKETING APPRECIATION Macro-environmental Analysis Industry and Competitor Analysis Customer Analysis Internal (Self) Analysis Matching - Putting It All Together Product Differentiation and Market Segmentation Positioning and Branding PART 3: MANAGING THE MARKETING MIX The Marketing Mix Product Policy and Management Packaging Pricing Policy and Management Distribution and Sales Policy Promotion Policy and Management PART 4: IMPLEMENTING MARKETING Customer Care and Service Developing a Marketing Culture The (Short-term) Marketing Plan Implementation and Control Current Issues and Future Trends
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