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Fifield, Paul.

Marketing strategy master class : the 100 questions you need to answer to create your own winning marketing strategy / Paul Fifield. - 1st edition. - Amsterdam ; Boston : Elsevier/Butterworth-Heinemann, c2008. - xxviii, 559 p. : ill. ; 25 cm.

Content
Introduction

Part One - Preparing for the Marketing Strategy
1 The internal business drivers
2 The external environment
3 The business strategy
4 The Marketing Objectives

Part Two - Developing the Market(ng Strategy
5. Industry or market?
6. The customer
7. Segmentation and targeting
8. Positioning and branding
9. Customer retention
10 Organization - processes and culture (with Hamish Mackay)
11. Offerings

Part Three -Coordinating your Marketing Strategy stances
12. Co-ordinating your marketing strategy

Part Four. Implementing your marketing Strategy
13. Making it happen

Epilogue
Appendices
Inidex


Includes index.

ISBN: 97807506586310(pbk.)

LCCN: 2007282605

Subjects--Topical Terms:
Marketing.
Marketing--Management.

Dewey Class. No.: 381 / FIF