Textbook
Strategic Marketing: In the Customer Driven OrganizationISBN: 978-0-470-84985-9
Paperback
312 pages
June 2003, ©2003
This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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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.