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Marketing Strategy and Management
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This is a major revision of Michael Baker's highly successful’ Marketing Strategy and Management.’ Retaining its in-depth and analytical approach, the third edition pays particular attention to the implementation of strategy in practice, including the business to business, service, international and social and public sectors.The new edition has been reorganised to reflect experiences from its use in teaching. This includes a new Part II, The Marketing Appreciation, which contains material on market research, macro-environmental analysis, customer, competitor and internal analysis. There ar...
This is a major revision of Michael Baker's highly successful’ Marketing Strategy and Management.’ Retaining its in-depth and analytical approach, the third edition pays particular attention to the implementation of strategy in practice, including the business to business, service, international and social and public sectors.
The new edition has been reorganised to reflect experiences from its use in teaching. This includes a new Part II, The Marketing Appreciation, which contains material on market research, macro-environmental analysis, customer, competitor and internal analysis. There are three new chapters including Industry and Competitive Analysis, and Current Issues and Trends and more substantial coverage of service industries and new technology.
Table of contents:
PART I: MARKETING STRATEGY
Prologue
Marketing and Competition
Marketing and Competitive Success
Principles of Strategic Marketing Planning
Analytical Frameworks for Strategic Planning
Research for Marketing
PART II: THE MARKETING APPRECIATION
Macro-Environmental Analysis
Industry and Competitor Analysis
Customer Analysis
Internal (Self) Analysis
Matching - Putting it all Together
Product Differentiation and Market Segmentation
Positioning and Branding
PART III: MANAGING THE MARKETING MIX
The Marketing Mix
Product Policy
Packaging
Pricing Policy and Management
Distribution Policy
Promotion Policy and Management
PART IV: IMPLEMENTING MARKETING
Customer Service
Developing a Marketing Culture
The (Short-term) Marketing Plan
Implementation and Control
Current Issues and Future Trends
Recapitulation
The new edition has been reorganised to reflect experiences from its use in teaching. This includes a new Part II, The Marketing Appreciation, which contains material on market research, macro-environmental analysis, customer, competitor and internal analysis. There are three new chapters including Industry and Competitive Analysis, and Current Issues and Trends and more substantial coverage of service industries and new technology.
Table of contents:
PART I: MARKETING STRATEGY
Prologue
Marketing and Competition
Marketing and Competitive Success
Principles of Strategic Marketing Planning
Analytical Frameworks for Strategic Planning
Research for Marketing
PART II: THE MARKETING APPRECIATION
Macro-Environmental Analysis
Industry and Competitor Analysis
Customer Analysis
Internal (Self) Analysis
Matching - Putting it all Together
Product Differentiation and Market Segmentation
Positioning and Branding
PART III: MANAGING THE MARKETING MIX
The Marketing Mix
Product Policy
Packaging
Pricing Policy and Management
Distribution Policy
Promotion Policy and Management
PART IV: IMPLEMENTING MARKETING
Customer Service
Developing a Marketing Culture
The (Short-term) Marketing Plan
Implementation and Control
Current Issues and Future Trends
Recapitulation