MTU Cork Library Catalogue

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Marketing strategy / Paul Fifield.

By: Fifield, Paul.
Contributor(s): Chartered Institute of Marketing.
Material type: materialTypeLabelBookSeries: 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: 658.8
Contents:
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.
Holdings
Item 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
Total holds: 0

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

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