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Full Description
Very few competing texts in the academic arena focus directly on the customer. Many follow the old -fashioned marketing mix approach based on the four Ps or give little emphasis to the wider context of marketing. This book, however, is truly customer focused with a unique emphasis on the three reasons for the existence of the firm - to provide, communicate and deliver value.
In today's fast moving environment, marketing is one of the most, if not the most important functions of any successful organization. Students will learn in this book how to analyzing the customer base and strive to meet and excel customer expectations more effectively than the competition.
Contents
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.
