Overview

* CIM branding
* Common sense approach
* Clear text
* Widely applicable

Marketing Strategy strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Marketing and strategy are about relationships between people and this is brought clearly...
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Marketing Strategy

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Overview

* CIM branding
* Common sense approach
* Clear text
* Widely applicable

Marketing Strategy strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Marketing and strategy are about relationships between people and this is brought clearly into focus in the text.
Key aims of the book are:
* Developing a business strategy
* Devising a marketing strategy
* Implementing a marketing strategy

The marketing practitioner will find this an accomplished book on the role of the marketing director in the successful organization of the year 2000 and beyond. Managers who are outside that specialty will be able to understand the pivotal role of marketing in the business strategy process while students will value the bridge it creates between academic theory and practical implementation of marketing in an increasingly competitive environment.

Audience: Marketing practitioners and managers; CIM Diploma students.

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Editorial Reviews

Booknews
New edition of a textbook which stresses that marketing and strategy are all about relationships between people. Covers developing a business strategy, devising a marketing strategy, and implementing that strategy. Intended for marketing directors, managers, and students in marketing and business. The author illustrates his points with many flowcharts, diagrams, and a series of "Marketer's Note" sections which demonstrate how the theories under discussion are applied in the real world. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9781136379529
  • Publisher: Taylor & Francis
  • Publication date: 2/20/2008
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 3
  • Pages: 328
  • File size: 9 MB

Meet the Author

Dr Fifield is married with three children and lives in Winchester. He holds a degree in Business Studies as well as an MBA and a PhD in Marketing Strategy, both from Cranfield University. He was elected a Fellow of the Chartered Institute of Marketing (FCIM) in 1988, an elected member of CIM Council 1999-2001 and the CIM International Board of Trustees 2002-2004.Paul was appointed Visiting Professor at Southampton University School of Management in 2006. He is currently President of the CIM Southern Region and a Fellow of the Royal Society for the encouragement of Arts, Manufacturers and Commerce (FRSA). Over thirty years of listening, watching, learning and applying academic and strategic thought to marketing has created a fertile mind which Paul brings to his customers, his writing and his teaching. He listens watches learns and applies the best of his vast knowledge to help his clients’ organisations align themselves to the market they wish to serve. Only after 20 years is the market segmentation approach that was born out of his PhD thesis coming of age; and forming the foundations of some competitive and exciting new market strategies.

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Table of Contents

Preface to the second edition
Preface to the first edition
Acknowledgement
Introduction
Pt. 1 Where are we now? 1
1 Before we start - what are we trying to do? 3
2 The internal business drivers 15
3 The external environment 29
4 The business strategy 72
Pt. 2 Where do we want to be? 105
5 From business to marketing strategy 107
6 Developing marketing strategy 173
7 Making the links 198
Pt. 3 How do we get there? 215
8 Connecting with the market 217
9 Product policy 222
10 The rest of the mix 232
11 Marketing plans 251
Pt. 4 How do we make it happen? 255
12 Strategy evaluation and appraisal 257
13 Identifying barriers to implementation 266
14 Identifying drivers for change 274
15 Using the system 277
Pt. 5 Where next? 287
16 New age marketing? 289
17 Back to the future 292
Index 303
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