Strategy & Process In Marketing by Jon Murray - Bookswagon
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Home > Business and Economics > Business and Management > Sales and marketing > Strategy & Process In Marketing
Strategy & Process In Marketing

Strategy & Process In Marketing


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About the Book

Reflecting the current paradigm shift away from the traditional view of markets with the emphasis on the consumer and the four Ps, this book embraces a wider network approach with relational marketing and channel management as key. Process rather than hierarchy underpins its market focus. The world of marketing activity is explained in terms of the management of business systems, both macro and micro, and value-adding activities, thus allowing ideas of TQM, lean production and engineering to be incorporated. It is designed for MBA or undergraduate courses on Marketing Management and/or Strategy.

Table of Contents:
MARKETING: CONCEPTS AND CONTEXTS. Market Focus. The Marketing Process. The Business System. Strategy and Process. The Job of the Marketing Manager. INFORMING THE MARKETING PROCESS. Understanding the Customer. Measuring the Market. Analysis Competition and Industry Structure. Assessing Company Capability. Convergence, Divergence and Pan-Europeanism. THE MARKETING STRATEGY PROCESS. Strategic Market Choice. Managing Strategy. Organising and Integrating. THE MARKETING MANAGEMENT AND ORDER GENERATION, FULFILMENT AND SERVICE (OGFS) PROCESSES. Competitive Positioning. Product Choice. Pricing. Communication and Selling. Distribution. Managing Performance. THE NEW PRODUCT DEVELOPMENT PROCESS. New Product Development. Design as Strategy. SUSTAINING MARKET FOCUS. Reinventing the Business System. Renewal and Shared Values.


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Product Details
  • ISBN-13: 9780131821637
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Prentice Hall
  • Height: 232 mm
  • No of Pages: 520
  • Weight: 874 gr
  • ISBN-10: 0131821636
  • Publisher Date: 22 Mar 1996
  • Binding: Paperback
  • Language: English
  • Spine Width: 30 mm
  • Width: 173 mm


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Strategy & Process In Marketing
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