Marketing Strategy
Autor Jim Blytheen Limba Engleză Paperback – aug 2002
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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
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
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.