Strategic Marketing: In the Customer Driven Organization

ISBN-13: 9780470849859 / Angielski / Miękka / 2003 / 312 str.

Frank Bradley

Opis

Provides a short and concise look at the field.
* Presents information that will have an international appeal.

Recenzje

for the reader looking for a concise discussion of marketing strategy. (International Marketing Review, March 2004)

Spis treści

Preface.

About the Author.

Scope of Strategic Marketing.

PART I: IDENTIFYING AND SELECTING CUSTOMER VALUE.

Focus on the Customer.

Market Segmentation and Positioning.

Strategic Market Planning.

Obtaining Customer Information.

Competition in the Business System.

PART II: PROVIDING THE VALUE.

Building Competitive Brands.

Developing New Products and Services.

Managing the Product through the Life Cycle.

PART III: COMMUNICATING THE VALUE.

Marketing Communications.

Direct Marketing and Personal Selling.

PART IV: DELIVERING THE VALUE.

Pricing Strategies and Tactics.

Marketing Channels of Distribution.

Aligning Performance with Marketing Strategy.

Index of Authors.

Index of Firms.

Index of Subjects.

O autorze

Professor Frank Bradley is R & A Bailey Professor of International Marketing and Head, Department of Marketing at the Michael Smurfit Graduate School of Business and the Quinn School of Business at University College Dublin where he teaches Marketing and International Marketing.

Blurb

Marketing is the function within an organization that focuses directly on the customer. Strategic Marketing in the Customer Driven Organization places a unique emphasis on the reason for the existence of the firm –– to provide, communicate and deliver value to the customer. Through the use of many international examples, the book demonstrates how providing the real needs of customers more effectively than the competition is the key to long term strategic success.

"This is not your typical marketing book. It provides the reader with real life business situations, where gathering information is key not just on the marketplace but specific information about your customers and building it in to practical marketing response programs. As the President of a company who prides itself on building and nurturing strong customer relationships I would recommend this as a must read " Dr Pearse Lyons, President , Alltech Inc.

"Frank Bradley s new book takes as its point of departure his well–established core marketing concepts (understand, provide, communicate and deliver value) and puts them to use as the foundation for this compact, concise and very readable text." Professor Susan Hart, Head of Department of Marketing University of Strathclyde

Strategic Marketing in the Customer Driven Organization has been written for students of general marketing, marketing management and strategic marketing for advanced undergraduate and MBA courses. It is also especially suited to executive education programmes and managers wishing to integrate experiential learning within an intellectual framework.

Supplementary materials for lecturers adopting Strategic Marketing in the Customer Driven Organization can be found at www.wiley.co.uk/frankbradley