Competitive Marketing: A Strategic Approach / Edition 3

Competitive Marketing: A Strategic Approach / Edition 3

by John O'Shaughnessy, O'Shaughness
     
 

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. See more details below

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

Meet the Author

Table of Contents

List of figures
List of tables
Preface to the third edition
1The nature of marketing3
2Corporate strategy and marketing37
3The planning process and strategy formulation63
4Images of buyers/consumers and what influences them109
5Understanding the buyer/consumer144
6Markets, segmentation, and positioning189
7Competitive (rival-oriented) strategies229
8Information, marketing research, and the marketing manager259
9Product management: needs, policies, and strategies307
10New product development353
11Advertising, sales promotion, publicity, and corporate communications - their roles and how they work to persuade409
12Developing an advertising strategy461
13Sales management522
14Pricing - role, objectives, factors, strategies590
15Distribution strategy and channel management638
16Strategies for change679
17Organization, strategy, and marketing694
Postscript733
Author index734
Subject index739

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