Marketing strategy and management / Michael J. Baker.

• Machine generated contents note: -- PART I: MARKETING STRATEGY 1 -- 1. Overview and Executive Summary -- 2. Marketing and Corporate Strategy -- 3. Marketing and Competition -- 4. Principles of Strategic Marketing Planning -- 5. Analytical Frameworks for Strategic Marketing -- 6. Marketing Intelligence -- Research for Marketing -- PART II: THE MARKETING APPRECIATION -- 7. Macro-environmental Analysis -- 8. Customer Analysis -- 9. Industry and Competitor Analysis -- 10. Internal (Self) Analysis -- 11. Matching -- Putting it All Together -- 12. Market Segmentation -- PART III: MANAGING THE MARKETING MIX -- 13. The Marketing Mix -- 14. Product Service Policy and Management -- 15. Packaging and Design -- 16. Pricing Policy and Management -- 17. Distribution and Sales Policy -- 18. Integrated Marketing Communications -- 19. Branding -- PART IV: IMPLEMENTING MARKETING -- 20. Marketing in a Foreign Environment and Globalisation -- 21. Customer Care and Service -- 22. Developing a Marketing Culture -- 23. The (Short-term) Marketing Plan -- 24. Implementation and Control -- 25. Transformational Marketing.

• "The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations"-- 

Ämnesord

Marknadsföring  (sao)

Marketing.  (LCSH)

Marketing  -- Management. (LCSH)

Marketing  (LCSH)

Indexterm och SAB-rubrik

Qblb Marknadsföring

Klassifikation

HF5415.13 (LCC)

658.8 (DDC)

BUS043000 (bisacsh)

Qblb (kssb/8)