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Marketing Strategy And Management

Marketing Strategy And Management

(Paperback)
by Michael J. Baker  
Language: English
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Book Summary of Marketing Strategy And Management

(Paperback)

The new edition of Marketing Strategy and Management brings a classic text up-to-date. Building on its reputation for academic rigor, it retains the traditional functional approach to marketing but incorporates current research and topical examples and cases to encourage students to apply theoretical principles and frameworks to practical real-world situations. It takes an analytical and strategic approach to marketing, providing a framework for the direction and management of the marketing function that will help students make effective marketing decisions

About The Author:

MICHAEL J. BAKER is eminent in the field of marketing. He founded the Department of Marketing at the University of Strathclyde, UK, in 1971, the first ever Department of Marketing in the UK. He is the founding editor of the Journal of Marketing Management and Journal of Customer Behaviour. He is currently President of the Academy of Marketing.


Table Of Contents:

PART 1: MARKETING STRATEGY
• Prologue
• Marketing and Competition
• Marketing and Corporate Strategy
• Principles of Strategic Marketing Planning
• Analytical Frameworks for Strategic Marketing Planning
• Research for Marketing
• PART 2: MARKETING APPRECIATION
• Macro-environmental Analysis
• Industry and Competitor Analysis
• Customer Analysis
• Internal (Self) Analysis
• Matching - Putting It All Together
• Product Differentiation and Market Segmentation
• Positioning and Branding
• PART 3: MANAGING THE MARKETING MIX
• The Marketing Mix
• Product Policy and Management
• Packaging
• Pricing Policy and Management
• Distribution and Sales Policy
• Promotion Policy and Management
• PART 4: IMPLEMENTING MARKETING
• Customer Care and Service
• Developing a Marketing Culture
• The (Short-term) Marketing Plan
• Implementation and Control
• Current Issues and Future Trends

Special Features:

Marketing Strategy and Management

 

Details Of Book : Marketing Strategy And Management

Book: Marketing Strategy And Management
Author:  
ISBN: 0333748565
ISBN-13: 9780333748565
Binding: Paperback
Publishing Date: 2000-03
Publisher: Macmillan Publishers Limited
Number of Pages: 542
Language: English
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