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Marketing Strategy

Autor Jim Blythe
en Limba Engleză Paperback – aug 2002
This text works through the various stages in formulating and implementing strategy, beginning with an analysis of the firm’s current status, developing where the firm should be going, and concluding with an explanation of techniques for maintaining competitive position. Students’ learning is supported throughout the text with strong pedagogical features that illustrate marketing strategy in practice.
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Specificații

ISBN-13: 9780077098421
ISBN-10: 0077098420
Pagini: 320
Ilustrații: illustrations
Dimensiuni: 188 x 246 x 15 mm
Greutate: 0.63 kg
Editura: McGraw Hill Education
Colecția McGraw-Hill Education / Europe, Middle East & Africa
Locul publicării:United Kingdom

Cuprins

Section 1 Strategic marketing: an overview of the book
Chapter 1Introduction to Strategy

Section 2Where are we now: the marketing audit

Chapter 2The macro environment and the task environment
Chapter 3The Internal Environment
Chapter 4The Marketing Interface

Seciton 3Where do we want to be: creating competitive advantage

Chapter 5Missions and Objectives
Chapter 6Approaches to Customers
Chapter 7Approaches to Markets

Section 4How do we get there: creating functional-level strategies

Chapter 8Strategy and Products
Chapter 9Strategy and Pricing
Chapter 10Strategy and Promotion
Chapter 11Strategy and Distribution
Chapter 12Strategy and People
Chapter 13Strategy and Process, and Physical Evidence

Section 5How do we know we got there, and how do we ensure we stay there?

Chapter14Feedback and control
Chapter 15Managing the process
Chapter 16The Future of Marketing Strategy


Notă biografică

Jim Blythe is a Senior Lecturer in the University of Glamorgan Business School.