Marketing strategy and management / Michael J. Baker.
Material type: TextPublication details: Basingstoke : Palgrave Macmillan, 2007.Edition: 4th edDescription: xxviii, 577 p. : ill. ; 25 cmISBN:- 9781403986276 (pbk.) :
- 9781403986276
- 9781403986276 (pbk.) :
- 1403986274 (pbk.) :
- 658.802 BAK
- HF5415.13 .B35 2007
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.802 BAK (Browse shelf(Opens below)) | 1 | Available | 204372 |
Previous ed.: Basingstoke: Macmillan, 2000.
Includes bibliographical references and index.
1.Prologue -- 2.Marketing and competition -- 3.Marketing and corporate strategy -- 4.Principles of strategic marketing planning -- 5.Analytical frameworks for strategic marketing planning -- 6.Research for marketing -- 7.Macro-environmental analysis -- 8.Industry and competitor analysis -- 9.Customer analysis -- 10.Internal (self-) analysis -- 11. Matching - putting it all together -- 12.Product differentiation and market segmentation -- 13.Positioning and branding -- 14.The marketing mix -- 15.Product policy and management -- 18.Distribution and sales policy -- 19.Promotion policy and management -- 20.Customer care and service -- 21.Developing a marketing culture -- 22.The (short-term) marketing plan -- 23.Implementation and control -- 24.Current issues and future trends -- 25.Recapitulation --
'Marketing Strategy and Management' retains the traditional functional approach to marketing but incorporates research and topical examples and cases to encourage students to apply theoretical principles and frameworks to practical real-world situations.