Marketing strategy and management
Publication details: Basingstoke : Macmillan Business, c2000. Edition: 3rd edDescription: xxvi, 541 p. : ill. ; 25 cmISBN: 0333748565 ; 0333748557Subject(s): Marketing. Marketing -- Planning. Marketing -- ManagementDDC classification: 658.8 BAK| Item type | Current library | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
English Lending
|
Villa College Library | Villa College Library | 658.8 BAK (Browse shelf(Opens below)) | Checked out | 03/04/2024 | 8987 |
Browsing Villa College Library shelves Close shelf browser (Hides shelf browser)
|
|
|
|
|
|
|
||
| 658.8 BAI Marketing / | 658.8 BAI Marketing / | 658.8 BAI Marketing / | 658.8 BAK Marketing strategy and management | 658.8 BAR Modern marketing management | 658.8 BMM BMMK5103 Marketing management / | 658.8 BRI Hacking marketing: / agile practices to make marketing smarter, faster and more innovative |
This is a major revision of Michael Baker's highly successful Marketing Strategy and Management which has been extensively used in major business schools and on executive development programmes in Europe, South East Asia and Australia. Designed as a stand-alone text for advanced courses in marketing at both undergraduate and MBA level, the strength of this text is that it shows how a strategic approach to marketing can be implemented through management of the marketing function.
Pt. I. Marketing Strategy. 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
Pt. II. The Marketing Appreciation. 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
Pt. III. Managing the Marketing Mix. 14. The Marketing Mix. 15. Product Policy and Management. 16. Packaging. 17. Pricing Policy and Management. 18. Distribution and Sales Policy. 19. Promotion Policy and Management
Pt. IV. Implementing Marketing. 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.
There are no comments on this title.