Marketing Strategy and Management
(Sprache: Englisch)
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,...
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Klappentext zu „Marketing Strategy and Management “
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.
Inhaltsverzeichnis zu „Marketing Strategy and Management “
PART I: MARKETING STRATEGY 1.- 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.Autoren-Porträt von M. Baker
Michael J. Baker is eminent in the field of marketing. He founded the Department of Marketing at the University of Strathclyde, UK, in 1971, the first ever Department of Marketing in the UK. He is the founding editor of the Journal of Marketing Management and Journal of Customer Behaviour and is the former President of the Academy of Marketing. He has supervised over 80 PhD students, 18 of whom are now Professors of Marketing.
Bibliographische Angaben
- Autor: M. Baker
- 2014, 5. Aufl., 560 Seiten, Maße: 21 x 27,9 cm, Kartoniert (TB), Englisch
- Verlag: Springer, Berlin
- ISBN-10: 1137025824
- ISBN-13: 9781137025821
- Erscheinungsdatum: 05.12.2014
Sprache:
Englisch
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