Marketing Strategy
How to Prepare it - How to Implement it
2nd Edition
Published on 2. May 1998
Book
Paperback/Softback
352 pages
978-0-7506-3284-3 (ISBN)
Description
"Marketing Strategy" strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Marketing and strategy are about relationships between people and this is brought clearly into focus in the text. The marketing practitioner will find this an accomplished book on the role of the marketing director in the successful organization of the year 2000 and beyond. Managers, outside that specialism will be able to understand the pivotal role of marketing in the business strategy process while students will value the bridge it creates between academic theory and practical implementation of marketing in an increasingly competitive environment. Key aims of the book are: developing a business strategy; devising a marketing strategy; implementing a marketing strategy; and CIM branding. It adopts a common sense approach.
Reviews / Votes
'Good value by a well respected authority on the subject.' Marketing Strategy, Long Range PlanningMore details
Series
Edition
2nd Revised edition
Language
English
Place of publication
Oxford
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Marketing practitioners and managers; CIM Diploma students.
Edition type
Revised edition
Illustrations
60 line illustrations
Dimensions
Height: 240 mm
Width: 195 mm
Thickness: 18 mm
Weight
624 gr
ISBN-13
978-0-7506-3284-3 (9780750632843)
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
New editions
Paul Fifield
Marketing Strategy
Book
07/2007
3rd Edition
Butterworth-Heinemann
€50.75
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
Introduction; Before we start: what are we trying to do?; The internal business drivers; The external environment; The business strategy; From business to marketing strategy; Developing marketing strategy; Making the links; Connecting with the market; Product policy; The rest of the mix; Marketing plans; Strategy evaluation and appraisal; Identifying barriers to implementation; Identifying drivers for change; Using the system; New age marketing; Back to the future.