Strategy and Process in Marketing: A European Perspective

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9780131821637: Strategy and Process in Marketing: A European Perspective

Strategy and Process in Marketing explores marketing strategy and marketing management in a way that reflects the current paradigm shift away from the tradional view of marketing and its exclusive emphasis on the consumer and the 4Ps. It embraces a wider network approach with relational marketing and channel management as key. Business systems, core processes and reengineering are incorporated into a reconceptualisation about how marketing is managed.

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Explores marketing strategy and marketing managmenet in a way that reflects the current paradigm shift away from the traditional view of marketing and its exclusive emphasis on the consumer and the 4 P's. Embraces a wider network approach with relational marketing and channel management as key. Business systems, core processes, and reeingineering are incorporated into a reconceptualization about how marketing is managed.

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Book Description Pearson Education (US), United States, 1996. Paperback. Book Condition: New. Language: English . Brand New Book ***** Print on Demand *****.Strategy and Process in Marketing explores marketing strategy and marketing management in a way that reflects the current paradigm shift away from the tradional view of marketing and its exclusive emphasis on the consumer and the 4Ps. It embraces a wider network approach with relational marketing and channel management as key. Business systems, core processes and reengineering are incorporated into a reconceptualisation about how marketing is managed. Bookseller Inventory # AAV9780131821637

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John A. Murray, Aidan O Driscoll
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Book Description Pearson Education (US), United States, 1996. Paperback. Book Condition: New. Language: English . Brand New Book ***** Print on Demand *****. Strategy and Process in Marketing explores marketing strategy and marketing management in a way that reflects the current paradigm shift away from the tradional view of marketing and its exclusive emphasis on the consumer and the 4Ps. It embraces a wider network approach with relational marketing and channel management as key. Business systems, core processes and reengineering are incorporated into a reconceptualisation about how marketing is managed. Bookseller Inventory # AAV9780131821637

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