Marketing Strategy

Erscheinungsjahr 2002
ISBN: 978-0-07-709842-1
Verlag: McGraw-Hill Education

Buch, Englisch, 320 Seiten, Format (B × H): 188 mm x 246 mm, Gewicht: 630 g

This text works through the various stages in formulating and implementing strategy, beginning with an analysis of the firm’s current status, developing where the firm should be going, and concluding with an explanation of techniques for maintaining competitive position. Students’ learning is supported throughout the text with strong pedagogical features that illustrate marketing strategy in practice.

Autoren/Hrsg.

Blythe, Jim

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensorganisation & Entwicklungsstrategien
• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensführung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

Jim Blythe is a Senior Lecturer in the University of Glamorgan Business School.