Marketing Strategy and Management - Softcover

Baker, M.

Softcover

ISBN 10: 0333576446 ISBN 13: 9780333576441

Publisher: Palgrave, 1992

Synopsis

This is a new edition, fully revised and updated, of Michael Baker's successful text for the advanced student who has completed a basic marketing course or for the more experienced practitioner with a working knowledge of the subject. The first part of the book is concerned with the role and nature of marketing strategy and strategic marketing planning, while the remainder is concerned with the policy issues involved with the management of the marketing mix.

About this title

Review

"There is no question that this book is a tour de force of Marketing Strategy content, covering a considerable breadth and depth of material. It is well-structured, thoughtfully presented, instructively written and critically-evaluative. For the reader who wants to think about the complex, analytical and social processes of managing the strategic direction of the organisation, this book provides a comprehensive, instructive and reflective means from which to engage with the hows and whys of managing marketing strategy creation. No marketing student, practitioner or academic should be without it." - Dr. Lee Quinn, Director of Studies BA(Hons) Marketing, University of Liverpool, UK

From the Publisher

toc
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

Edition details

• Publisher: Palgrave
• Publication date: 1992
• Language: English
• ISBN 10: 0333576446
• ISBN 13: 9780333576441
• Binding: Paperback
• Edition number: 2
• Number of pages: 588