| Description |
xii, 446 pages : illustrations ; 27 cm |
| Contents |
Ch. 1. Management : objectives and tasks -- Ch. 2. The customer-led business -- Ch. 3. Segmentation, positioning and the marketing mix -- Ch. 4. Strategic market planning -- Ch. 5. Market dynamics and competitive strategy -- Ch. 6. Building successful brands -- Ch. 7. Innovation and new product development -- Ch. 8. Pricing policy : delivering value -- Ch. 9. Communications strategy -- Ch. 10. Managing personal selling -- Ch. 11. Managing marketing channels -- Ch. 12. Marketing in service business -- Ch. 13. Turnaround management -- Ch. 14. Marketing in the future |
| Summary |
This text brings managers the latest ideas on branding, marketing and strategic change. It includes a step-by-step guide to developing marketing strategies and advice on pricing decisions, advertising and communications plans |
| Notes |
Previous ed.: 2002 |
|
Formerly CIP. Uk |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing.
|
|
Strategic planning.
|
|
Marketing -- Management.
|
| Author |
Stern, Philip, 1954-
|
| LC no. |
2005052643 |
| ISBN |
0273693980 paperback |
|
