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Marketing strategy and management / Michael J. Baker.

By: Material type: TextTextPublication details: Basingstoke : Palgrave Macmillan, 2007.Edition: 4th edDescription: xxviii, 577 p. : ill. ; 25 cmISBN:
  • 9781403986276 (pbk.) :
  • 9781403986276
  • 9781403986276 (pbk.) :
  • 1403986274 (pbk.) :
Subject(s): DDC classification:
  • 658.802 BAK
LOC classification:
  • HF5415.13 .B35 2007
Contents:
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 --
Summary: '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.
Holdings
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.

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