Marketing Initiative

Marketing Initiative

  • Hardback
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This text is a collection of the best work emanating from the Economic and Social Research Council's (ESRC's) marketing initiative, papers from the ESRC's competitive initiative and other related research, accompanied by a commentary. The text provides an insight into British marketing and the conesquences for the nation's international competitiveness.
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Product details

  • Hardback | 472 pages
  • 180 x 240 x 28mm | 838g
  • Prentice Hall
  • Upper Saddle River, United States
  • 0130428213
  • 9780130428219

Table of contents

Marketing management - marketing and competitive strategy, marketing in the UK, the process of competition, competitive success in sunrise and sunset industries, marketing planning in the new technology sector, market research activity and company performance, the integration of marketing through the product life cycle, implementing in the marketing plan; design and new product developemnt - new style product development - the essential ingredients, the management of user-initiated new product development, competing in new technology based sectors, design orientation and competitive success, the integration of marketing and design, strategies for product launch and deletion, organisation for good design; international competitiveness - measuring international competitiveness, the global competitors - American, British and Japanese competition in the UK market, competitiveness in foreign market servicing, HQ subsidiary relationships - American and Japanese firms in the UK; the small to medium sized firm - marketing success in medium sized businesses, strategies for inovation - small firm responses to product gaps, the management of design in small & medium sized firms, the internationalisation of SMEs.
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