Marketing is one of the most, if not the most important function of a successful organisation. Analysing the customer base and striving to meet and excel customer expectations more effectively than the competition is the key to long term, strategic success. This book provides a short and concise look at the field.
"... for the reader looking for a concise discussion of marketing strategy." (International Marketing Review, March 2004)
About Frank Bradley
Professor Frank Bradley is R & A Bailey Professor of International Marketing and Head, Department of Marketing at the Michael Smurfit Graduate School of Business and the Quinn School of Business at University College Dublin where he teaches Marketing and International Marketing.
Table of Contents
Preface. About the Author. Scope of Strategic Marketing. PART I: IDENTIFYING AND SELECTING CUSTOMER VALUE. Focus on the Customer. Market Segmentation and Positioning. Strategic Market Planning. Obtaining Customer Information. Competition in the Business System. PART II: PROVIDING THE VALUE. Building Competitive Brands. Developing New Products and Services. Managing the Product through the Life Cycle. PART III: COMMUNICATING THE VALUE. Marketing Communications. Direct Marketing and Personal Selling. PART IV: DELIVERING THE VALUE. Pricing Strategies and Tactics. Marketing Channels of Distribution. Aligning Performance with Marketing Strategy. Index of Authors. Index of Firms. Index of Subjects.
Strategic Marketing: In the Customer Driven Organization by Frank Bradley
Used - Good
John Wiley and Sons Ltd
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read but remains in clean condition. All pages are intact and the cover is intact. Some minor wear to the spine.