Bradley, Frank,  1942- <br/><br/>
Strategy marketing :  in the customer driven organization / 
Frank Bradley. 
 - Chichester :  Wiley,  2003. 
 - 256 p. 
<br/><br/>PART I: IDENTIFYING AND SELECTING CUSTOMER VALUE. Focus on the Customer. Market Segmentation and Positioning. Strategic Market Planning. Obtaining Customer Information. Competition in the Business System. PART II: PROVIDING THE VALUE. Building Competitive Brands. Developing New Products and Services. Managing the Product through the Life Cycle. PART III: COMMUNICATING THE VALUE. Marketing Communications. Direct Marketing and Personal Selling. PART IV: DELIVERING THE VALUE. Pricing Strategies and Tactics. Marketing Channels of Distribution. Aligning Performance with Marketing Strategy. Index of Authors. Index of Firms. Index of Subjects. Preface. About the Author. Scope of Strategic Marketing. PART I: IDENTIFYING AND SELECTING CUSTOMER VALUE. Focus on the Customer. Market Segmentation and Positioning. Strategic Market Planning. Obtaining Customer Information. Competition in the Business System. PART II: PROVIDING THE VALUE. Building Competitive Brands. Developing New Products and Services. Managing the Product through the Life Cycle. PART III: COMMUNICATING THE VALUE. Marketing Communications. Direct Marketing and Personal Selling. PART IV: DELIVERING THE VALUE. Pricing Strategies and Tactics. Marketing Channels of Distribution. Aligning Performance with Marketing Strategy. Index of Authors. Index of Firms. Index of Subjects. 
<br/><br/> In a fast moving environment, marketing is one of the most important functions of any successful organisation. Analysing the customer base and striving to meet and excel customer expectations more effectively than the competition is the key to long term, this text covers strategic marketing. 
<br/><br/><label>ISBN: </label>9780470849859 (pbk.) :  £39.95 9780470849859 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing management<br/>Marketing.<br/>Business and Management.<br/>Business & Management<br/>Sales & marketing management
<br/><br/><label>LC Class. No.: </label>HF5410 
<br/><br/><label>Dewey Class. No.: </label>658.8 BRA