Marketing strategy
著者
書誌事項
Marketing strategy
（The Marketing series, professional）
Butterworth-Heinemann, c1998
2nd ed
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注記
"Published in association with the Chartered Institute of Marketing."
Includes bibliographical references and index
内容説明・目次
内容説明
"Marketing Strategy" strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Marketing and strategy are about relationships between people and this is brought clearly into focus in the text. The marketing practitioner will find this an accomplished book on the role of the marketing director in the successful organization of the year 2000 and beyond. Managers, outside that specialism will be able to understand the pivotal role of marketing in the business strategy process while students will value the bridge it creates between academic theory and practical implementation of marketing in an increasingly competitive environment. Key aims of the book are: developing a business strategy; devising a marketing strategy; implementing a marketing strategy; and CIM branding. It adopts a common sense approach.
目次
- Introduction
- Before we start: what are we trying to do?
- The internal business drivers
- The external environment
- The business strategy
- From business to marketing strategy
- Developing marketing strategy
- Making the links
- Connecting with the market
- Product policy
- The rest of the mix
- Marketing plans
- Strategy evaluation and appraisal
- Identifying barriers to implementation
- Identifying drivers for change
- Using the system
- New age marketing
- Back to the future.
「Nielsen BookData」 より
