Marketing Management and StrategyPrentice Hall, 1994 - 410 страници Providing a practical guide to marketing decision-making and to developing marketing strategy, this text focuses on the issues of most concern to senior executives. The role of marketing in the modern organization is explored through a review of important concepts and techniques that managers need in order to analyze today's markets and capitalize on emerging opportunities. organization and how this affects profit, growth and security. The development and implementation of marketing strategy through effective product, pricing and distribution, communications and service policies is then examined. |
Съдържание
objectives and tasks | 1 |
Segmentation positioning and the marketing mix | 59 |
Strategic market planning | 89 |
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Често срещани думи и фрази
achieve advertising analysis attractive benefits brand name British Airways build business units buyers cash cent communications company's competitive advantage competitors concept consumer costs create customer needs decisions differential advantage distribution economies effective employees enhance example factors Figure firm firm's focus focuses goals groups growth Harvard Business Review identify increase industry innovation intermediaries investment long-term major manufacturer margins market segments market share marketing mix marketing strategy Marks & Spencer maximise meet motivation negotiating Nestlé niche normally objectives offer operating opportunities organisation perceived performance Philip Kotler positioning strategy potential premium problems product life cycle products or services profit promotion requires response retailers sales promotion salesforce salespeople salesperson satisfying customers Second sector seek selling shareholder value skills staff stakeholders suppliers sustainable competitive advantage target market task Theodore Levitt types Unilever