Marketing Strategy Masterclass
Implementing Market Strategies
1st Edition
Published on 29. August 2008
Book
Paperback/Softback
628 pages
978-0-7506-8631-0 (ISBN)
Description
The very best business isn't born out of hunches, macho tactical skirmishing or simply `being busy', but is the product of careful calculation and understanding customers' needs, wants and aspirations. Marketing Strategy Masterclass is a `how to' book of marketing strategy focused on doing what our customers want us to do, how they want it done.
Included throughout are the wise words of a choice selection of history's masters, depicted on the book's front cover.
Aimed at professional marketing managers, business development managers and students, this real and practical masterclass is an indispensable reference for use on its own or alongside Marketing Strategy, 3rd edition, also published by Butterworth-Heinemann.
ABOUT THE AUTHOR
Paul Fifield has been extensively involved in strategic marketing training and education since 1980.
His professional assignments have ranged from marketing strategy development for some of the UK's largest companies through to projects in market segmentation and branding to top level in-company strategy development programmes and workshops. He has advised clients in a wide range of industries including aviation, banking, brewing, business services, computing and software, construction, economic development, housing, hotels and catering, insurance, publishing, retailing, household appliances, telecommunications, tourism and utilities.
Paul is also Visiting Professor of Marketing at the University of Southampton and at the College des Ingenieurs in Paris.
Included throughout are the wise words of a choice selection of history's masters, depicted on the book's front cover.
Aimed at professional marketing managers, business development managers and students, this real and practical masterclass is an indispensable reference for use on its own or alongside Marketing Strategy, 3rd edition, also published by Butterworth-Heinemann.
ABOUT THE AUTHOR
Paul Fifield has been extensively involved in strategic marketing training and education since 1980.
His professional assignments have ranged from marketing strategy development for some of the UK's largest companies through to projects in market segmentation and branding to top level in-company strategy development programmes and workshops. He has advised clients in a wide range of industries including aviation, banking, brewing, business services, computing and software, construction, economic development, housing, hotels and catering, insurance, publishing, retailing, household appliances, telecommunications, tourism and utilities.
Paul is also Visiting Professor of Marketing at the University of Southampton and at the College des Ingenieurs in Paris.
More details
Language
English
Place of publication
Oxford
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
Professional and scholarly
As for Marketing Strategy 3rd Ed to which this title is linked-
MBA level strategy modules, Masters in Marketing programmes, senior level executive courses
Practitioner managers, specifically:
* Marketing Managers with customer contact or responsibility
* Marketing directors
* Senior general managers in a market-facing function
* Directors of mid-corporates and large organisations ? of all
disciplines but who are required to contribute to the market strategy
All CIM members and Prof Dip level students
Consultants
In-company development programmes
MBA level strategy modules, Masters in Marketing programmes, senior level executive courses
Practitioner managers, specifically:
* Marketing Managers with customer contact or responsibility
* Marketing directors
* Senior general managers in a market-facing function
* Directors of mid-corporates and large organisations ? of all
disciplines but who are required to contribute to the market strategy
All CIM members and Prof Dip level students
Consultants
In-company development programmes
Dimensions
Height: 248 mm
Width: 189 mm
Weight
1476 gr
ISBN-13
978-0-7506-8631-0 (9780750686310)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Paul Fifield
Marketing Strategy Masterclass
Book
06/2017
1st Edition
Routledge
€222.84
Article exhausted; check different version
Person
Dr Fifield is married with three children and lives in Winchester. He holds a degree in Business Studies as well as an MBA and a PhD in Marketing Strategy, both from Cranfield University. He was elected a Fellow of the Chartered Institute of Marketing (FCIM) in 1988, an elected member of CIM Council 1999-2001 and the CIM International Board of Trustees 2002-2004.Paul was appointed Visiting Professor at Southampton University School of Management in 2006. He is currently President of the CIM Southern Region and a Fellow of the Royal Society for the encouragement of Arts, Manufacturers and Commerce (FRSA). Over thirty years of listening, watching, learning and applying academic and strategic thought to marketing has created a fertile mind which Paul brings to his customers, his writing and his teaching. He listens watches learns and applies the best of his vast knowledge to help his clients' organisations align themselves to the market they wish to serve. Only after 20 years is the market segmentation approach that was born out of his PhD thesis coming of age; and forming the foundations of some competitive and exciting new market strategies.
Content
Part One: Preparing for the marketing strategy:
The internal business drivers;
The external environment;
The business strategy;
The market objectives.
Part Two: Developing the marketing strategy:
Industry or Market?
The Costumer;
Segmentation and Targeting;
Positioning and Branding;
Customer Retention;
Organisation: Processes and Culture (with Hamish Mackay);
Offerings.
Part Three: Co-ordinating you marketing strategy stances:
Co-ordinating your marketing strategy.
Part-Four: Implementing your marketing strategy:
Making it happen.
The internal business drivers;
The external environment;
The business strategy;
The market objectives.
Part Two: Developing the marketing strategy:
Industry or Market?
The Costumer;
Segmentation and Targeting;
Positioning and Branding;
Customer Retention;
Organisation: Processes and Culture (with Hamish Mackay);
Offerings.
Part Three: Co-ordinating you marketing strategy stances:
Co-ordinating your marketing strategy.
Part-Four: Implementing your marketing strategy:
Making it happen.