Competitive Marketing (RLE Marketing)
A Strategic Approach
Published on 15. September 2014
766 pages
978-1-317-64601-3 (ISBN)
Description
This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.
Reviews / Votes
'Every teacher of marketing should read this book...' Quarterly Review of Marketing'Very comprehensive and engaging' Morris Holbrook, Columbia University
More details
Series
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Professional and scholarly
File size
35,50 MB
ISBN-13
978-1-317-64601-3 (9781317646013)
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
Book
11/2015
1st Edition
Routledge
€75.00
Shipment within 10-20 days
Book
08/2014
1st Edition
Routledge
€430.82
Shipment within 10-20 days
Content
Part 1: Marketing and Marketing Planning 1. The Nature of Marketing 2. Corporate Strategy and Marketing 3. The Planning Process and Strategy Formulation Part 2: Buyers, Markets and Competition 4. Images of Buyers/Consumers and What Influences Them 5. Understanding the Buyer/Consumer 6. Markets, Segmentation and Positioning 7. Competitive (rival-oriented) Strategies Part 3: Marketing Intelligence 8. Information, Marketing Research and the Marketing Manager Part 4: Marketing Mix Elements 9. Product Management: Needs, Policies, and Strategies 10. New Product Development 11. Advertising, Sales Promotion, Publicity and Corporate Communications - Their Roles and How They Work to Persuade 12. Developing An Advertising Strategy 13. Sales Management 14. Pricing - Role, Objectives, Factors, Strategies 15. Distribution Strategy and Channel Management Part 5: Implementation and Organization 16. Strategies for Change 17. Organization, Strategy and Marketing.
