{"product_id":"strategic-marketing-9780470849859","title":"Strategic Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eVery few competing texts in the academic arena focus directly on the customer.    Many follow the old -fashioned marketing mix approach based on the four Ps or    give little emphasis to the wider context of marketing. This book, however,    is truly customer focused with a unique emphasis on the three reasons for the    existence of the firm - to provide, communicate and deliver value. \u003c\/p\u003e \u003cp\u003eIn today''s fast moving environment, marketing is one of the most, if not the    most important functions of any successful organization. Students will learn    in this book how to analyzing the customer base and strive to meet and excel    customer expectations more effectively than the competition.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e“… for the reader looking for a concise discussion of marketing strategy.” (International Marketing Review, March 2004)\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePreface.  \u003cp\u003eAbout the Author.\u003c\/p\u003e \u003cp\u003eScope of Strategic Marketing.\u003c\/p\u003e \u003cp\u003ePART I: IDENTIFYING AND SELECTING CUSTOMER VALUE.\u003c\/p\u003e \u003cp\u003eFocus on the Customer.\u003c\/p\u003e \u003cp\u003eMarket Segmentation and Positioning.\u003c\/p\u003e \u003cp\u003eStrategic Market Planning.\u003c\/p\u003e \u003cp\u003eObtaining Customer Information.\u003c\/p\u003e \u003cp\u003eCompetition in the Business System.\u003c\/p\u003e \u003cp\u003ePART II: PROVIDING THE VALUE.\u003c\/p\u003e \u003cp\u003eBuilding Competitive Brands.\u003c\/p\u003e \u003cp\u003eDeveloping New Products and Services.\u003c\/p\u003e \u003cp\u003eManaging the Product through the Life Cycle.\u003c\/p\u003e \u003cp\u003ePART III: COMMUNICATING THE VALUE.\u003c\/p\u003e \u003cp\u003eMarketing Communications.\u003c\/p\u003e \u003cp\u003eDirect Marketing and Personal Selling.\u003c\/p\u003e \u003cp\u003ePART IV: DELIVERING THE VALUE.\u003c\/p\u003e \u003cp\u003ePricing Strategies and Tactics.\u003c\/p\u003e \u003cp\u003eMarketing Channels of Distribution.\u003c\/p\u003e \u003cp\u003eAligning Performance with Marketing Strategy.\u003c\/p\u003e \u003cp\u003eIndex of Authors.\u003c\/p\u003e \u003cp\u003eIndex of Firms.\u003c\/p\u003e \u003cp\u003eIndex of Subjects.\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402441007447,"sku":"9780470849859","price":48.56,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/strategic-marketing-9780470849859","provider":"Book Curl","version":"1.0","type":"link"}