Strategic Marketing
(Sprache: Englisch)
Readership: Suitable for both undergraduate and postgraduate students studying strategic marketing modules.
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Produktinformationen zu „Strategic Marketing “
Readership: Suitable for both undergraduate and postgraduate students studying strategic marketing modules.
Klappentext zu „Strategic Marketing “
The new edition of Strategic Marketing examines key aspects of traditional marketing strategy combined with the presentation of a synthesis of recent thinking on the subject. The key focus of the text is how companies create and sustain competitive advantage through the employment of marketing strategies.
Inhaltsverzeichnis zu „Strategic Marketing “
PART I: INTRODUCTION ; 1. Overview and Strategy Blueprint ; 2. Marketing Strategy: Analysis and Perspectives ; PART II: WHERE ARE WE NOW? ; 3. Environmental & Internal Analysis: Market Information & Intelligence ; PART III: WHERE DO WE WANT TO BE? ; 4. Strategic Marketing Decisions, Choices & Mistakes ; 5. Segmentation, Targeting & Positioning Strategies ; 6. Branding Strategies ; 7. Relational & Sustainability Strategies ; PART IV: HOW WILL WE GET THERE? ; 8. Product Innovation & Development Strategies ; 9. Service Marketing Strategies ; 10. Pricing & Distribution ; 11. Marketing Communications ; 12. E-Marketing Strategies ; 13. Social and Ethical Strategies ; PART V: DID WE GET THERE? ; 14. Strategy Implementation, Control & Metrics
Autoren-Porträt von Douglas West, John Ford, Essam Ibrahim
Douglas West is Professor of Marketing at Birmingham Business School. Prior to this he was Director of the MARCOMS Research Centre at the University of Westminster. Previously he has held positions at South Bank, Henley Management College, and the University of Calgary. John B. Ford is Professor of Marketing and International Business in the College of Business and Public Administration at Old Dominion University in Norfolk, Virginia. He specializes in international marketing strategic issues, and his specific interests in research include cross-cultural advertising and marketing research issues. Essam Ibrahim is Senior Lecturer in Marketing at the University of Edinburgh. Prior to this he has taught and researched marketing at the University of Strathclyde, Manchester Metropolitan University, Huddersfield University, and Cairo University.
Bibliographische Angaben
- Autoren: Douglas West , John Ford , Essam Ibrahim
- 2010, 2nd ed., 600 Seiten, 90 farbige Abbildungen, Maße: 18,9 x 24,6 cm, Kartoniert (TB), Englisch
- Verlag: Oxford University Press
- ISBN-10: 0199556601
- ISBN-13: 9780199556601
Sprache:
Englisch
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