Competitive Marketing (RLE Marketing): A Strategic Approach: Routledge Library Editions: Marketing
Autor John O'Shaughnessyen Limba Engleză Paperback – 26 noi 2015
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Specificații
ISBN-13: 9781138971387
ISBN-10: 1138971383
Pagini: 770
Ilustrații: black & white illustrations
Dimensiuni: 189 x 246 x 39 mm
Greutate: 0.45 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge Library Editions: Marketing
Locul publicării:Oxford, United Kingdom
ISBN-10: 1138971383
Pagini: 770
Ilustrații: black & white illustrations
Dimensiuni: 189 x 246 x 39 mm
Greutate: 0.45 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge Library Editions: Marketing
Locul publicării:Oxford, United Kingdom
Public țintă
Postgraduate, Professional, and UndergraduateCuprins
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.
Recenzii
‘Every teacher of marketing should read this book…’ Quarterly Review of Marketing
‘Very comprehensive and engaging’ Morris Holbrook, Columbia University
‘Very comprehensive and engaging’ Morris Holbrook, Columbia University
Descriere
First published in 1984 to wide acclaim, John O’Shaugnessy’s best-selling introduction to marketing strategy has become a standard text for students and practitioners alike. It combines analytical depth and breadth of coverage to present a comprehensive review of the theory and practice of marketing in a competitive environment.