Marketing Strategy and Management

ISBN-13: 9781137025821 / Angielski / Miękka / 2014 / 560 str.

Michael J Baker

Opis

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.

Spis treści

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.

O autorze

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.