Competitive Marketing: A Strategic Approach / Edition 3

Competitive Marketing: A Strategic Approach / Edition 3

by John O'Shaughnessy, O'Shaughness
     
 

ISBN-10: 0415093171

ISBN-13: 9780415093170

Pub. Date: 01/28/1995

Publisher: Cengage Learning

This new edition of a best selling international text now covers strategic marketing and includes up-to-date examples of all areas of marketing throughout.

Overview

This new edition of a best selling international text now covers strategic marketing and includes up-to-date examples of all areas of marketing throughout.

Product Details

ISBN-13:
9780415093170
Publisher:
Cengage Learning
Publication date:
01/28/1995
Edition description:
3rd ed
Pages:
768

Related Subjects

Table of Contents

Part I: Marketing and Marketing Planning 1. The nature of marketing 2. Corporate Strategy and Marketing 3. The Planning Process and Strategy Formulation Part II: Customers, Markets and Competition 4. Images of Buyers/Consumers and What Influences Them 5. Understanding the Consumer/Buyer 6. Markets, Segmentation and Positioning 7. Competitive (Rival-Oriented) Strategies Part III: Marketing Intelligence 8. Information, Marketing Research and the Marketing Manager Part IV: Marketing Mix Elements 9. Product Management: Needs, Policies and Strategies 10. New Product Development 11. Advertising, Sales Promotion, Publicity and Corporate Communications: Their Roles and How They Work to Persuade 12. Developing an Advertising Strategy 13. Sales Management 14. Pricing: Role, Objectives, Factors and Pricing Strategies 15. Distribution strategy and Channel management Part V: Implementation and Organization 16. Strategies for Change 17. Organization, Strategy and Marketing

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