John O'Shaughnessy

Competitive Marketing (RLE Marketing)

A Strategic Approach

• Broschiertes Buch

Produktbeschreibung

First published in 1984 to wide acclaim, John O'Shaugnessy's best-selling introduction to marketing strategy has become a standard text for students and practitioners alike. It combines analytical depth and breadth of coverage to present a comprehensive review of the theory and practice of marketing in a competitive environment.

Produktdetails

• Verlag: Taylor & Francis Ltd (Sales)
• Seitenzahl: 766
• Erscheinungstermin: 26. November 2015
• Englisch
• Abmessung: 246mm x 189mm x 39mm
• Gewicht: 1343g
• ISBN-13: 9781138971387
• ISBN-10: 1138971383
• Artikelnr.: 44313265

Autorenporträt

John O'Shaughnessy

Inhaltsangabe

Part 1: Marketing and Marketing Planning 1. The Nature of Marketing 2.
Corporate Strategy and Marketing 3. The Planning Process and Strategy
Formulation Part 2: Buyers, Markets and Competition 4. Images of
Buyers/Consumers and What Influences Them 5. Understanding the
Buyer/Consumer 6. Markets, Segmentation and Positioning 7. Competitive
(rival-oriented) Strategies Part 3: Marketing Intelligence 8. Information,
Marketing Research and the Marketing Manager Part 4: Marketing Mix Elements
9. Product Management: Needs, Policies, and Strategies 10. New Product
Development 11. Advertising, Sales Promotion, Publicity and Corporate
Communications - Their Roles and How They Work to Persuade 12. Developing
An Advertising Strategy 13. Sales Management 14. Pricing - Role,
Objectives, Factors, Strategies 15. Distribution Strategy and Channel
Management Part 5: Implementation and Organization 16. Strategies for
Change 17. Organization, Strategy and Marketing.