Strategic Marketing
In the Customer Driven Organization
(Sprache: Englisch)
In today's fast moving environment, marketing is one of the most important functions of any successful organization. Analyzing the customer base and striving to meet and excel customer expectations more effectively than the competition is the key to long...
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Produktdetails
Produktinformationen zu „Strategic Marketing “
In today's fast moving environment, marketing is one of the most important functions of any successful organization. Analyzing the customer base and striving to meet and excel customer expectations more effectively than the competition is the key to long term, strategic success. This book focuses on the three reasons for the existence of the firm: provision, communication and delivery of value to the customer.
Klappentext zu „Strategic Marketing “
Provides a short and concise look at the field.* Presents information that will have an international appeal.
Inhaltsverzeichnis zu „Strategic Marketing “
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.
Autoren-Porträt von Frank Bradley
Professor Frank Bradley is R & A Bailey Professor of International Marketing and Head, Department of Marketing at the Michael Smurfit Graduate School of Business and the Quinn School of Business at University College Dublin where he teaches Marketing and International Marketing.
Bibliographische Angaben
- Autor: Frank Bradley
- 2003, 1. Auflage, XV, 287 Seiten, mit zahlreichen Abbildungen, Maße: 17 x 24,4 cm, Kartoniert (TB), Englisch
- Verlag: Wiley & Sons
- ISBN-10: 0470849851
- ISBN-13: 9780470849859
- Erscheinungsdatum: 12.05.2003
Sprache:
Englisch
Rezension zu „Strategic Marketing “
"... for the reader looking for a concise discussion of marketing strategy." (International Marketing Review, March 2004)
Pressezitat
"... for the reader looking for a concise discussion of marketing strategy." (International Marketing Review, March 2004)
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