Learning Center

Lecteur inscrit

Détail

Titre :	Marketing strategy and management
Auteurs :	Michael John BAKER, Auteur
Type de document :	Ouvrage
Mention d'édition :	5ème éd.
Editeur :	Palgrave Macmillan, 2014
ISBN/ISSN/EAN :	978-1-137-02582-1
Format :	XIII-545 p. / 28 cm
Langues:	Anglais
Index. décimale :	730 (Marketing)
Catégories :	Thésaurus du Management MARKETING INTERNATIONAL ; MARKETING MIX ; MARKETING OPERATIONNEL ; MARKETING STRATEGIQUE ; PLAN MARKETING ; THEORIE DU MARKETING
Résumé :	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. Content : PART I: MARKETING STRATEGY 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 (source éditeur)