(eBook PDF) Marketing Strategy and Management 5th by M. Baker – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1137025824
- ISBN-13 : 978-1137025821
- Author: M. Baker
Table contents:
1 OVERVIEW AND EXECUTIVE SUMMARY
PART I STRATEGY ISSUES
2 MARKETING AND CORPORATE STRATEGY
3 MARKETING AND COMPETITION
4 PRINCIPLES OF STRATEGIC MARKETING PLANNING
5 ANALYTICAL FRAMEWORKS FOR STRATEGIC MARKETING PLANNING
6 MARKETING INTELLIGENCE – RESEARCH FOR MARKETING
PART II THE MARKETING APPRECIATION
7 MACRO-ENVIRONMENT ALANALYSIS1
8 CUSTOMER ANALYSIS
9 INDUSTRY AND COMPETITOR ANALYSIS
10 INTERNAL (SELF-) ANALYSIS
11 MATCHING – PUTTING IT ALL TOGETHER
12 MARKET SEGMENTATION
PART III MANAGING THE MARKETING MIX
13 THE MARKETING MIX
14 PRODUCT/SERVICE POLICY AND MANAGEMENT
15 PACKAGING AND DESIGN
16 PRICING POLICY AND MANAGEMENT
17 DISTRIBUTION AND SALES POLICY
18 INTEGRATED MARKETING COMMUNICATIONS
19 BRANDING
20 MARKETING IN A FOREIGN ENVIRONMENT AND GLOBALISATION
PART IV IMPLEMENTING MARKETING
21 CUSTOMER CARE AND SERVICE
22 DEVELOPING A MARKETING CULTURE
23 THE (SHORT-TERM) MARKETING PLAN
24 IMPLEMENTATION AND CONTROL
25 TRANSFORMATIONAL MARKETING – THE WAY AHEAD
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