Competitive Marketing (RLE Marketing)

A Strategic Approach

Inbunden, Engelska, 2014

Av John O'Shaughnessy

5 219 kr

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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.

Produktinformation

Utgivningsdatum2014-08-22
Mått189 x 246 x 46 mm
Vikt1 519 g
FormatInbunden
SpråkEngelska
SerieRoutledge Library Editions: Marketing
Antal sidor766
FörlagTaylor & Francis Ltd
ISBN9781138792876

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Försäljning och marknadsföring inom Ekonomi och ledarskap

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.