Advanced Marketing Strategy

Advanced Marketing Strategy : Phenomena, Analysis and Decisions

  • Paperback
By (author)  , By (author) 

List price: US$52.60

Currently unavailable

Add to wishlist

AbeBooks may have this title (opens in new window).

Try AbeBooks

Description

This book aims to present state-of-the-art marketing technology in a three-level decision and analysis framework, and to integrate case studies with the text. It provides a flow diagram for formulating marketing strategies, and offers case studies developed to provide practice with the book's concepts, applying both managerial judgement and higher-level analytical approaches to complex marketing strategy problems. There is also software support demonstrating the level of analysis, and an annual marketing plan.show more

Product details

  • Paperback | 800 pages
  • 206 x 256 x 24mm | 1,082g
  • Pearson Education Limited
  • Prentice-Hall
  • Harlow, United Kingdom
  • New edition
  • 1st New edition
  • 0130132934
  • 9780130132932

Table of contents

I. MARKETING STRATEGY FORMULATION. 1. Marketing Strategy and Decision Making. 2. Formulating Marketing Strategy. 3. Godfather's Pizza Case. 4. General Electric Company: Aircraft Engine Business Group. II. STRATEGIC ANALYSIS. 5. Customer Decision Making. 6. Life Cycles. 7. Market Segmentation. 8. Product Positioning. 9. Market Response. 10. Competitive Behavior. 11. Central Bell Publishing, Inc. 12. American Express Company: Credit Card Marketing. 13. General Motors Corporation: Buick Reatta. III. STRATEGIC DECISION MAKING. 14. New Product Development. 15. Management of Established Products. 16. Product Line Management. 17. Worldwide Corporate Strategy. 18. Cabot Corporation: E-A-R(R) Division Consumer Marketing Strategy. 19. USA Today. 20. Sun Micro Systems. 21. Citibank Indonesia: Developing a Market for Electronic Banking. IV. IMPLEMENTATION. 22. Tactics and Control. 23. The Marketing Plan-An Example and Review of Marketing Strategy. 24. International Business Machines Corporation: Marketing Strategy for Typewriters and PC Printers. 25. Marketing Strategy, Analysis, and Decision Making in the Future. Index.show more