Marketing strategy and management
著者
書誌事項
Marketing strategy and management
Palgrave, 2014
5th ed
- : pbk
- タイトル別名
-
Marketing strategy & management
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注記
"Macmillan education"
Includes bibliographical references and index
内容説明・目次
内容説明
The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations.
目次
PART I: MARKETING STRATEGY 1
1. Overview and Executive Summary
2. Marketing and Corporate Strategy
3. Marketing and Competition
4. Principles of Strategic Marketing Planning
5. Analytical Frameworks for Strategic Marketing
6. Marketing Intelligence Research for Marketing
PART II: THE MARKETING APPRECIATION
7. Macro-environmental Analysis
8. Customer Analysis
9. Industry and Competitor Analysis
10. Internal (Self) Analysis
11. Matching - Putting it All Together
12. Market Segmentation
PART III: MANAGING THE MARKETING MIX
13. The Marketing Mix
14. Product Service Policy and Management
15. Packaging and Design
16. Pricing Policy and Management
17. Distribution and Sales Policy
18. Integrated Marketing Communications
19. Branding
PART IV: IMPLEMENTING MARKETING
20. Marketing in a Foreign Environment and Globalisation
21. Customer Care and Service
22. Developing a Marketing Culture
23. The (Short-term) Marketing Plan
24. Implementation and Control
25. Transformational Marketing.
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