Description
Book SynopsisA practical management guide to the ideas in marketing and strategy for MBA and executive courses, this book focuses on key issues relevant to modern business. It gives step-by-step guides to developing a marketing strategy, making pricing decisions and developing advertising and communications plans.
Table of ContentsBrief Contents
1. Management: objectives and tasks
2. The customer-led business
3. Segmentation, positioning and the marketing mix
4. Strategic market planning
5. Market dynamics and competitive strategy
6. Building successful brands
7. Innovation and new product development
8. Pricing policy: delivering value
9. Communications strategy
10. Managing personal selling
11. Managing marketing channels
12. Marketing in service businesses
13. Turnaround management
14. Marketing in the twenty-first century
