Marketing Management and Strategy

Marketing Management and Strategy

3.55 (20 ratings by Goodreads)
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Description

Providing a practical guide to marketing decision-making and to developing marketing strategy, this text focuses on the issues of most concern to senior executives. The role of marketing in the modern organization is explored through a review of important concepts and techniques that managers need in order to analyze today's markets and capitalize on emerging opportunities. The reader is shown how to develop a marketing orientation in the organization and how this affects profit, growth and security. The development and implementation of marketing strategy through effective product, pricing and distribution, communications and service policies is then examined.show more

Product details

  • Paperback | 464 pages
  • 178 x 235 x 22mm | 656g
  • Pearson Education Limited
  • Prentice-Hall
  • Harlow, United Kingdom
  • English
  • further reading
  • 0130653500
  • 9780130653505

Table of contents

Management - objectives and tasks; the customer-led business; segmentation, positioning and the marketing mix; strategic market planning; market dynamics and competitive strategy; building successful brands; innovations and new product development; pricing policy - delivering value; communications strategy; managing personal selling; managing marketing channels; marketing in service businesses; marketing in the 21st century.show more

Rating details

20 ratings
3.55 out of 5 stars
5 40% (8)
4 10% (2)
3 25% (5)
2 15% (3)
1 10% (2)
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