MTU Cork Library Catalogue

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Strategy and process in marketing / John A. Murray and Aidan O'Driscoll.

By: Murray, John A., Ph. D.
Contributor(s): O'Driscoll, Aidan.
Material type: materialTypeLabelBookPublisher: London ; New York : Prentice Hall, 1996Description: xiii, 505 p. : ill. ; 24 cm.ISBN: 0131821636; 9780131821637 .Subject(s): Marketing -- ManagementDDC classification: 658.802
Contents:
Part I: Marketing: concepts and contexts -- Market focus -- Marketing contexts -- The business system -- Strategy and process -- The job of the marketing manager -- Part II: Informing marketing activity -- Understanding the customer -- Measuring the market -- Analyzing competition and industry structure -- Assessing company capability -- Convergence, divergence and pan-Europeanism -- Part III: The marketing strategy process -- Strategic market choice -- Managing strategy -- Organizing and integrating -- Part IV: The marketing management process and the order generation, fulfilment and service process -- Competitive positioning -- Product choice -- Pricing -- Communication and selling -- Distribution -- Managing performance -- Part V: The new product development process -- New product development -- Design as strategy -- Part VI: Sustaining market focus -- Reinventing the business system -- Renewal and shared values.
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
General Lending MTU Bishopstown Library Lending 658.802 (Browse shelf(Opens below)) 1 Available 00075369
General Lending MTU Bishopstown Library Lending 658.802 (Browse shelf(Opens below)) 1 Available 00075370
Total holds: 0

Enhanced descriptions from Syndetics:

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.

Includes bibliographical references (pages 482-492) and index.

Part I: Marketing: concepts and contexts -- Market focus -- Marketing contexts -- The business system -- Strategy and process -- The job of the marketing manager -- Part II: Informing marketing activity -- Understanding the customer -- Measuring the market -- Analyzing competition and industry structure -- Assessing company capability -- Convergence, divergence and pan-Europeanism -- Part III: The marketing strategy process -- Strategic market choice -- Managing strategy -- Organizing and integrating -- Part IV: The marketing management process and the order generation, fulfilment and service process -- Competitive positioning -- Product choice -- Pricing -- Communication and selling -- Distribution -- Managing performance -- Part V: The new product development process -- New product development -- Design as strategy -- Part VI: Sustaining market focus -- Reinventing the business system -- Renewal and shared values.

CIT Module MGMT 7045 - Core reading

Table of contents provided by Syndetics

  • 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

Author notes provided by Syndetics

John Murray is the editor of numerous nature anthologies, such as "Out among the Wolves", "The Great Bear" & "Nature's New Voices". Most recently, he is the author of the acclaimed book "Cinema Southwest". He lives in Denver.

(Bowker Author Biography)

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