Marketing strategy / Paul Fifield.
By: Fifield, Paul.
Contributor(s): Chartered Institute of Marketing.
Material type: BookSeries: CIM professional; The Chartered Institute of Marketing/Butterworth-Heinemann marketing series.Publisher: Oxford. Boston : Butterworth-Heinemann, c1998Edition: 2nd ed.Description: xxxvii, 308 p. : ill. ; 24 cm. + pbk.ISBN: 0750632844 .Subject(s): MarketingDDC classification: 658.8Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
General Lending | MTU Bishopstown Library Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00076020 |
Enhanced descriptions from Syndetics:
Marketing Strategy strips away the confusion & jargon that surround what ought to be one of the most straightforward areas of modern business. Marketing & strategy are about relationships between people & this is brought into focus in the text.
"Published in association with the Chartered Institute of Marketing.".
Includes bibliographical references and index.
Part One: Where are we now? -- Before we start - what are we trying to do? -- The internal business drivers -- The external environment -- The business strategy -- Part Two: Where do we want to be? -- From business to marketing strategy -- Developing marketing strategy -- Making the links -- Part Three: How do we get there? -- Connecting with the market -- Product policy -- The rest of the mix -- Marketing plans -- Part Four: How do we make it happen? -- Strategy evaluation and appraisal -- Identifying barriers to implementation -- Identifying drivers for change -- Using the system -- Part Five: Where next? -- New age marketing? -- Back to the future.
Table of contents provided by Syndetics
- Introduction
- Before we start: what are we trying to do?
- The internal business drivers
- The external environment
- The business strategy
- From business to marketing strategy
- Developing marketing strategy
- Making the links
- Connecting with the market
- Product policy
- The rest of the mix
- Marketing plans
- Strategy evaluation and appraisal
- Identifying barriers to implementation
- Identifying drivers for change
- Using the system
- New age marketing
- Back to the future