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Marketing Strategy And Management

Marketing Strategy And Management

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  • ISBN:9781403986276
  • Editorial: Macmillan Publishers
  • Fecha de la edición:
  • Número de la edición: 4
  • Encuadernación:Rústica
  • Dimensiones: 19 cm x 25 cm
  • Nº Pág.:608
  • Idiomas:

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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 and cases to encourage students to apply theoretical principles and frameworks to practical real-world situations. It takes an analytical and strategic approach to marketing, providing a framework for the direction and management of the marketing function that will help students make effective marketing decisions.

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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