Marketing Strategy Masterclass : The 100 Questions You Need to Answer to Create Your Own Winning Marketing Strategy （1ST）

Fifield, Paul

Routledge（2008/09発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 599 p.
• 言語 ENG
• 商品コード 9780750686310
• DDC分類 658.802

Full Description

The very best business isn't born out of hunches, macho tactical skirmishing or simply `being busy', but is the product of careful calculation and understanding customers' needs, wants and aspirations. Marketing Strategy Masterclass is a `how to' book of marketing strategy focused on doing what our customers want us to do, how they want it done.Included throughout are the wise words of a choice selection of history's masters, depicted on the book's front cover.Aimed at professional marketing managers, business development managers and students, this real and practical masterclass is an indispensable reference for use on its own or alongside Marketing Strategy, 3rd edition, also published by Butterworth-Heinemann.ABOUT THE AUTHORPaul Fifield has been extensively involved in strategic marketing training and education since 1980.His professional assignments have ranged from marketing strategy development for some of the UK's largest companies through to projects in market segmentation and branding to top level in-company strategy development programmes and workshops. He has advised clients in a wide range of industries including aviation, banking, brewing, business services, computing and software, construction, economic development, housing, hotels and catering, insurance, publishing, retailing, household appliances, telecommunications, tourism and utilities.Paul is also Visiting Professor of Marketing at the University of Southampton and at the College des Ingenieurs in Paris.

Contents

Part OneThe internal business drivers;The external environment;The business strategy;The market objectives.Part Two: Developing the marketing strategy:Industry or Market?The Costumer;Segmentation and Targeting;Positioning and Branding;Customer Retention;Organisation: Processes and Culture (with Hamish Mackay);Offerings.Part Three: Co-ordinating you marketing strategy stances:Co-ordinating your marketing strategy.Part-Four: Implementing your marketing strategy:Making it happen.