John O'Shaughnessy

Competitive Marketing (RLE Marketing)

A Strategic Approach

• Broschiertes Buch

Produktbeschreibung

This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 766
• Erscheinungstermin: 26. November 2015
• Englisch
• Abmessung: 246mm x 189mm x 41mm
• Gewicht: 1453g
• ISBN-13: 9781138971387
• ISBN-10: 1138971383
• Artikelnr.: 44313265

Autorenporträt

John O'Shaughnessy

Inhaltsangabe

Part 1: Marketing and Marketing Planning 1. The Nature of Marketing 2.
Corporate Strategy and Marketing 3. The Planning Process and Strategy
Formulation Part 2: Buyers, Markets and Competition 4. Images of
Buyers/Consumers and What Influences Them 5. Understanding the
Buyer/Consumer 6. Markets, Segmentation and Positioning 7. Competitive
(rival-oriented) Strategies Part 3: Marketing Intelligence 8. Information,
Marketing Research and the Marketing Manager Part 4: Marketing Mix Elements
9. Product Management: Needs, Policies, and Strategies 10. New Product
Development 11. Advertising, Sales Promotion, Publicity and Corporate
Communications - Their Roles and How They Work to Persuade 12. Developing
An Advertising Strategy 13. Sales Management 14. Pricing - Role,
Objectives, Factors, Strategies 15. Distribution Strategy and Channel
Management Part 5: Implementation and Organization 16. Strategies for
Change 17. Organization, Strategy and Marketing.