Marketing Strategy Masterclass : Implementing Market Strategies

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2008-09-19
  • Publisher: Routledge

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"The very best business isn't born out of hunches, macho tactical skirmishing or simply 'being busy', but is the product of careful calculation and understanding customers' needs, wants and aspirations. Marketing Strategy Masterclass is a 'how to' book of marketing strategy focused on doing what our customers wont us to do, how they want it done." "Aimed at professional marketing managers, business development managers and students, this real and practical masterclass is an indispensable reference for use on its own or alongside Marketing Strategy, 3rd edition, also published by Butterworth-Heinemann."--BOOK JACKET.

Table of Contents

Preparing for the marketing strategyp. 1
The internal business driversp. 3
The external environmentp. 19
The business strategyp. 52
The marketing objectivesp. 70
Developing the marketing strategyp. 83
Industry or Market? (I)p. 95
The Customer (C)p. 131
Segmentation and Targeting (S)p. 190
Positioning and Branding (P)p. 250
Customer Retention (R)p. 317
Organisation: Processes and Culture (O) (with Hamish Mackay)p. 357
Offerings (O)p. 423
Co-ordinating your marketing strategy stancesp. 483
Co-ordinating your marketing strategyp. 485
Implementing your marketing strategyp. 505
Making it happenp. 507
Appendicesp. 543
Indexp. 591
Table of Contents provided by Blackwell. All Rights Reserved.

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