Marketing strategy and management / Michael J. Baker.
Publication
Houndmills, Basingstoke, Hampshire ; New York, NY : Palgrave Macmillan, 2014.
Edition
Fifth edition.
LOCATION
CALL NO.
STATUS
C Brugha St Lending
658.8 BAK
DUE 08-11-17
ISBN
9781137025821 (paperback)
Description
534p. : tables ; 27 cm
Content type
text
Media type
unmediated
Carrier type
volume
Summary
"The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations"-- Provided by publisher.
Contents
Machine generated contents note: -- PART I: MARKETING STRATEGY 1 -- 1. Overview and Executive Summary -- 2. Marketing and Corporate Strategy -- 3. Marketing and Competition -- 4. Principles of Strategic Marketing Planning -- 5. Analytical Frameworks for Strategic Marketing -- 6. Marketing Intelligence - Research for Marketing -- PART II: THE MARKETING APPRECIATION -- 7. Macro-environmental Analysis -- 8. Customer Analysis -- 9. Industry and Competitor Analysis -- 10. Internal (Self) Analysis -- 11. Matching - Putting it All Together -- 12. Market Segmentation -- PART III: MANAGING THE MARKETING MIX -- 13. The Marketing Mix -- 14. Product Service Policy and Management -- 15. Packaging and Design -- 16. Pricing Policy and Management -- 17. Distribution and Sales Policy -- 18. Integrated Marketing Communications -- 19. Branding -- PART IV: IMPLEMENTING MARKETING -- 20. Marketing in a Foreign Environment and Globalisation -- 21. Customer Care and Service -- 22. Developing a Marketing Culture -- 23. The (Short-term) Marketing Plan -- 24. Implementation and Control -- 25. Transformational Marketing.
