The Marketing Strategy Desktop Guide.

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Paley, Norton

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ISBN:9781854184900
Editorial: Thorogood
Fecha de la edición:2008
Número de la edición: 2
Encuadernación:Rústica
Dimensiones: 0 cm x 0 cm
Nº Pág.:252
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/ Marketing

Great business successes are not based purely on clever products. Would Hoover, Gillette, Penguin Books (to name a few) have succeeded without a smart marketing strategy?"Desktop Guides" are a practical source of reference, guidance, techniques and best practice - with an abundance of checklists, charts, do's and don'ts, summaries and special tips. You can use this guide in two ways: read it through to acquire all the concepts, explanations and techniques you need for planning and implementing competitive marketing strategies; and, dip into any chapter to find stimulating ideas and solutions for the issues you are currently facing.

1 How to manage marketing in the 21st century 7
2 How to manage your marketing strategy (Part 1) 25
3 How to manage your marketing strategy (Part 2) 45
4 How to manage your competitor intelligence 63
5 How to manage your strategic marketing plans 91
6 How to manage your markets: The power of segmentation 109
7 How to manage your product strategy 139
8 How to manage your communications strategy 169
9 How to manage your pricing strategy 193
10 How to manage your distribution strategy 213
11 How to think like a strategist