Marketing strategy and management /

• Baker, Michael John.

• Marketing -- Management
• Marketing

• Palgrave Macmillan,

• 1403986274 (pbk.)
• 9781403986276 (pbk.)

• Includes bibliographical references and index.
• PART 1: MARKETING STRATEGY - Prologue - Marketing and Competition - Marketing and Corporate Strategy - Principles of Strategic Marketing Planning - Analytical Frameworks for Strategic Marketing Planning - Research for Marketing - PART 2: MARKETING APPRECIATION - Macro-environmental Analysis - Industry and Competitor Analysis - Customer Analysis - Internal (Self) Analysis - Matching - Putting It All Together - Product Differentiation and Market Segmentation - Positioning and Branding - PART 3: MANAGING THE MARKETING MIX - The Marketing Mix - Product Policy and Management - Packaging - Pricing Policy and Management - Distribution and Sales Policy - Promotion Policy and Management - PART 4: IMPLEMENTING MARKETING - Customer Care and Service - Developing a Marketing Culture - The (Short-term) Marketing Plan - Implementation and Control - Current Issues and Future Trends

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