Strategy & Process In Marketing
Published on 22. March 1996
Book
Paperback/Softback
520 pages
978-0-13-182163-7 (ISBN)
Description
Strategy and Process in Marketing explores marketing strategy and marketing management in a way that reflects the current paradigm shift away from the tradional view of marketing and its exclusive emphasis on the consumer and the 4Ps. It embraces a wider network approach with relational marketing and channel management as key. Business systems, core processes and reengineering are incorporated into a reconceptualisation about how marketing is managed.
More details
Language
English
Place of publication
Upper Saddle River
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 232 mm
Width: 173 mm
Thickness: 30 mm
Weight
870 gr
ISBN-13
978-0-13-182163-7 (9780131821637)
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
Content
MARKETING: CONCEPTS AND CONTEXTS.
Market Focus.
The Marketing Process.
The Business System.
Strategy and Process.
The Job of the Marketing Manager.
INFORMING THE MARKETING PROCESS.
Understanding the Customer.
Measuring the Market.
Analysis Competition and Industry Structure.
Assessing Company Capability.
Convergence, Divergence and Pan-Europeanism.
THE MARKETING STRATEGY PROCESS.
Strategic Market Choice.
Managing Strategy.
Organising and Integrating.
THE MARKETING MANAGEMENT AND ORDER GENERATION, FULFILMENT AND SERVICE (OGFS) PROCESSES.
Competitive Positioning.
Product Choice.
Pricing.
Communication and Selling.
Distribution.
Managing Performance.
THE NEW PRODUCT DEVELOPMENT PROCESS.
New Product Development.
Design as Strategy.
SUSTAINING MARKET FOCUS.
Reinventing the Business System.
Renewal and Shared Values.
Market Focus.
The Marketing Process.
The Business System.
Strategy and Process.
The Job of the Marketing Manager.
INFORMING THE MARKETING PROCESS.
Understanding the Customer.
Measuring the Market.
Analysis Competition and Industry Structure.
Assessing Company Capability.
Convergence, Divergence and Pan-Europeanism.
THE MARKETING STRATEGY PROCESS.
Strategic Market Choice.
Managing Strategy.
Organising and Integrating.
THE MARKETING MANAGEMENT AND ORDER GENERATION, FULFILMENT AND SERVICE (OGFS) PROCESSES.
Competitive Positioning.
Product Choice.
Pricing.
Communication and Selling.
Distribution.
Managing Performance.
THE NEW PRODUCT DEVELOPMENT PROCESS.
New Product Development.
Design as Strategy.
SUSTAINING MARKET FOCUS.
Reinventing the Business System.
Renewal and Shared Values.