Marketing strategy and management. (2014)

• Record Type: Book
• Other Titles: Marketing strategy & management
• Further Information: Note: Michael J. Baker, Emeritus Professor of Marketing, University of Strathclyde.
• Authors: Baker, Michael John
• Contents: Machine generated contents note: -- 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.
• Edition: Fifth edition
• Publisher Details: London New York, NY : Macmillan Education, Palgrave
• Publication Date: 2014
• Extent: 1 online resource (xiii, 545 pages), illustrations
• Subjects: 658.8; Marketing/General; Marketing -- Management; Marketing; BUSINESS & ECONOMICS -- Marketing -- General; Marketing; Marketing -- Management; BUSINESS & ECONOMICS / Industrial Management; BUSINESS & ECONOMICS / Management; BUSINESS & ECONOMICS / Management Science; BUSINESS & ECONOMICS / Organizational Behavior; Sales & marketing; Business & management; Electronic books
• Languages: English
• ISBNs: 1137342137; 9781137342133
• Related ISBNs: 1137025824
• Notes: Note: Includes bibliographical references and index.; Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.